ConnecTV pushed ads to the second screen based on the TV program seen at that moment

When the Ad Sync technology recognizes a commercial, actor or key term on television, it can deliver a related ad to the smartphones and tablet computers in the room.
ConnecTV is launching a new type of advertising network that will enable brands to enhance their television commercials by delivering a second-screen experience to smartphones and tablets. The Ad Sync technology recognizes the spot airing on TV — say, an ad for “The Hobbit: An Unexpected Journey” — then delivers information to the portable devices in the room about the nearest theaters screening the movie. (Credits)