I didn’t realize that interactive TV was so popular, but Bellevue’s SinglePoint is seeing huge volume.
Over the past year it processed nearly 100 million “interactions,” meaning instances where the service enabled consumers to interact with a TV show to participate in a poll, vote on a contestant or whatever else producers dream up.
That advertising opportunity was too great to pass up. Today the company’s announcing a new system for inserting ads into the text messages that networks send to viewers, thanking them for participating and confirming their interaction.
Called SingleBrand, the company describes it as “the first mobile ad-insertion platform dedicated to retrieving and serving ads in conjunction with the scheduled inventory of popular interactive TV shows seen on Bravo, NBC Universal, MTV, FOX, The CW and others.”
CEO Rich Begert said in the release that there has been high demand from the company’s media partners (which includes most of the major networks) for ad-supported mobile SMS and MMS campaigns.