Advertisers on TV pay a huge sum to get a 30 second spot during primetime. But televisions and cable networks fail to provide "brand interaction" and "call to action" because they have no idea of what you are watching at a particular time. Second screen apps try to bridge the gap by audio fingerprinting technologies. But there are some serious drawbacks with their approach:
1. By the time you open your app on a cellphone the TV ads are over
2. Audio fingerprinting is not reliable in noisy/large rooms and cannot be done for new ads
3. Constant switching between TV and cellphone
MaxMyTV solves these problems and also enriches TV viewing experience. It is a companion box that sits between the cable box and the TV. It decodes the closed caption information from live TV and displays ads related to the current context. These ads are displayed only on the viewers discretion by the press of a button on the remote. So "brand interaction" for all previous ads which he has viewed is much easier.