Television has become a major part of our lives, and we often indulge in watching a wide array of content without being fully aware of the amount of time spent in front of the screen. However, this viewership data holds significant value for numerous brands as it provides insights into consumer behavior and preferences. In the competitive landscape of television, automatic content recognition helps various brands identify and understand content viewers like improving engagement.
In this blog, we will explore how this technology works and how it benefits various businesses to grow significantly in the TV realm.
What is Automatic Content Recognition?
Automatic content recognition (ACR) refers to the technology that enables devices to identify and gather data about the content being consumed, such as TV shows, movies, and advertisements, without requiring user input or opt-in. ACR works by sampling the audio or video being consumed and creating a fingerprint from that sample, which is then compared against an extensive database of fingerprints to automatically recognize the content being listened to or watched.
How Does Automatic Content Recognition Work?
ACR works by capturing audio or video content, extracting unique identifying features such as fingerprints or watermarks, and then matching these against a database to recognize the specific content. This process involves sophisticated algorithms that analyze the captured content, enabling identification within seconds.
ACR is commonly integrated into smart TVs, allowing them to identify what is playing on the screen by listening to and/or seeing the content. This technology is also used in various applications, such as over-the-top (OTT) video streaming applications, and in recognizing audio and video content on smart devices for different purposes, such as identifying songs or tracking copyrighted audio in videos.
As smart TVs have found a place in most homes, the ACR has become widely used. According to Extrapolate's report, the global automatic content recognition (ACR) market is expected to accrue revenue of $5.44 billion by 2028, progressing at a compound annual growth rate (CAGR) of 30% over 2021-2028.
Two Main Types of Automatic Content Recognition
ACR is categorized into two main categories, as follows:
1. Audio Fingerprinting
ACR technology utilizes audio fingerprinting to sample parts of audio content and compare that data with references stored in the publisher's database to recognize the content being played. This method involves creating a unique fingerprint of the audio content, allowing for accurate identification and recognition of audio-based media.
2. Video Fingerprinting
ACR also employs video fingerprinting, which samples parts of video content and compares that data with stored references in the publisher's database to analyze the content being played. Video fingerprinting enables the identification and recognition of video-based media, contributing to the comprehensive capabilities of ACR technology.
Benefits of Automatic Content Recognition
ACR offers a wide range of benefits to marketers and advertisers alike. Below are the key benefits of this system.
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Enhanced Targeting
ACR technology allows marketers to understand where their advertisements are being seen. This enables them to optimize targeting and improve the effectiveness of their advertising efforts.
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Accumulation of Viewership Data
A growing amount of TV viewership data is captured via ACR, providing valuable insights into audience behavior and preferences.
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Greater Depth and Accuracy
ACR gathers data automatically without requiring user-based opt-in or input. It offers greater depth and accuracy than user-offered data, which is particularly valuable for TV measurement and advertising.
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Real-Time Information
ACR provides real-time information about different products, impacting real-time TV commerce and user interactivity.
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Second Screen Sync
ACR facilitates second-screen sync, enabling seamless interlinking of applications, content, devices, and viewers. This consequently improves the overall user experience.
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Improved data sources
ACR carries real advantages compared to classic data sources, providing marketers with tangible benefits and valuable insights when utilized properly.
Latest Trends in Automatic Content Recognition
Various trends are rapidly boosting the growth of ACR technology. Below are the three recent trends that are revolutionizing its growth.
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Simplified Businesses
The development of ACR tools and services has simplified life for both businesses and end users. This trend was initiated by Shazam, a music identification app developed by London-based Shazam Entertainment and owned by Apple, Inc. This app uses digital fingerprinting technology and the device's microphone to play a short sample and detect music.
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Integration with Smart TVs and Devices
A growing amount of TV viewership data is being gathered via ACR, used by companies including LG, Samsung, Roku, and Vizio. Moreover, ACR is integrated into smartphone and media tablet apps, enabling the identification of content elements within their proximity based on sampling a portion of the audio or video. Thus contributing to the widespread adoption of ACR technology.
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Marketing Strategies
For content publishers, ACR data provides insights into the interplay of TV viewing across linear, streaming, and gaming, all across one device. This data can help brands optimize TV campaigns and extend their reach beyond linear channels. This helps in making effective marketing strategies and setting selling points. ACR data provides key targeting and measurement capabilities to the buy side, enabling buyers to better plan, execute, and attribute their campaigns across both CTV and linear.
To Wrap Up
Automatic content recognition (ACR) technology has rapidly evolved to simplify and enhance various aspects of our lives. From its initial application in music recognition to its widespread integration into smart TVs, smartphones, and diverse industries, ACR has proven to be a transformative force.
The growing demand and market potential, coupled with its utilization in e-commerce, aviation, and other sectors, underscore the versatility and broad impact of ACR. As ACR continues to expand, it promises to revolutionize how content is identified, consumed, and analyzed, shaping the future of technology and data-driven insights.
