ColorTV is trying to make TV ads great, focusing exclusively on the big screen user experience, where users engage with ads differently. In addition to simple video ads, ColorTV is launching its own content recommendation system, called Spectrum. This system can be used by marketers for sponsored content, or employed by a developer to keep users engaged in the app.
It works by capturing the system audio that plays during a video, combined with image recognition on whatever is on the screen. These two things give the service the ability to suggest information along the same lines. This may be within the app itself, or link to another app such as YouTube.
User engagement is usually higher on TVs than on phones, although users may interact with the screens less on a TV. Having simple recommendations allow developers to fully take advantage of the form factor. It can also help TV developers to earn more revenue.