AMSTERDAM — At this year’s video industry conferences, we are hearing a lot from technology vendors claiming to have cracked the second-screen advertising opportunity.

The latest is a pairing, Cisco and Innovid, who used IBC to show off two proofs of concept.

In the first, the pair would use metadata describing a linear TV ad to invoke a relevant interactive ad equivalent on a companion mobile device. In this video interview with Beet.TV, Cisco video senior manager David Richardson calls the constructs “contextual avails”.

In the second example, Cisco and New York tech firm Innovid target ads to video viewers based on their mobile device location. Innovid technology chief Tal Chalozin, in our video interview, says the TV and internet worlds are colliding:  “The lines are starting to blur. Right now, it’s practically one world.”

Innovid is trying to connect the learn-forward internet video and lean-back TV experiences. But its announcement together with Cisco is so far just for proofs of concept. With several other vendors working on the same promise, industry practitioners will look forward to seeing more.

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