Matthew in Action

 

Twitter

Promotional Product Strategy

Entries in Bone Conduction (1)

Saturday
Jul062013

The Future of Advertising is Here

Last week on Channel 7's The Daily Edition we looked at some new advertising technologies that are hitting the market. Think Minority Report meets the Matrix. These technologies are here right now either in test phase in some countries or have already been rolled out.

As with any new technolgy there will be community concerns, namely over privacy and invasion of personal space. 

Of some of the more interesting ones is the Bone Conducting technology used on glass surfaces like windows (clip below). I like the ability of the consumer to opt in or out of the Ad, just not sure of the longevity of the technology given it can easliy be vandalised and if you did want to listen for any lenght of time, it may not be the most comfortable of positions. Also you are missing out on 90% + of passengers that are seated near a window

 

Facial Recognition technology is controversial one as we don't what information is being stored without our permission. It is used to identify things such as age, gender and moods of consumers and than can adjust the advert accordingly. This allows for greater targeting meaning the ads are more relevant to the consumer and the advertiser is only marketing to their target market.

This billboard in Spain for the Anar Foundation using lenticular technology has the capabilities to differentiate it's message depending on the height of the veiwer. It's real target is to separate an adult message from a childs message, in this case against child abuse

The Mirrus Retail mirror is like a personal shopper inside the dressing room, may sound a little creepy but could be quite useful for the consumer when you are just not quote sure what goes with what. For the advertiser it is the classic "would you like fries with that" 

Transcript for the Daily Edition segment.

 

Tim Williams: Picture it. You're on your way home from a long day of work and you just wanna rest your head on the bus window to, you know, take a little nap. But suddenly, a strange voice pops into your head. Take a look.

Speaker 2: Get Sky Go for your mobile. Best entertainment and live sport. When you want it, where you want it.

Monique Wright: It's called the Talking Window and it's the latest advertising gimmick from Europe. But, don't be fooled. These ads have a knack for getting you to buy, buy, buy, totally changing the way we shop in the process.

So, how do these ads work? And more importantly, how can consumers protect themselves from their tricky tactics? Very irritating, if you ask me.

Here to add to that is Seamus Byrne, editor of C-Net, advertising guru, Matthew Bywater. Thanks so much to both of you for coming in. Just tell us a little bit more about how these ads work and it just looks to me like they're really irritating.

Seamus Byrne: Yeah, well, so, you kinda know, if you've ever rested your head against a glass window on a bus or something like that, that you can, you know, it just sort of vibrates slightly. And basically, that vibration can be transformed into a sound system, so that it actually, as you rest against it, you'll actually start hearing something. It's called a bone conduction technology and there's already starting to be headphones and things that are based on the same technology, so you can go, like, swimming for instance and not have things plugged into your ears.

But, in this case, it's about, you know, in that moment when you think, "I'm just gonna chill out on the window," suddenly, instead, you're actually listening to something. The quick way to kill it would be to, you know, use your jumper. Stick your jumper up against the window and you'll get away with it.

Tim Williams: Helps with the sound. Matthew, how's the client gonna know that their ad is being, you know, acknowledged?

Matthew Bywater: You know, there's not real metrics in this at the moment. But, they are looking at that because I don't think they're gonna count head prints on the windows or something like that, hair follicles left behind. They're not really gonna know, so that's gonna be a hard thing to actually judge for an advertiser to see how efficacious it is.

Monique Wright: Is it even ethical to do this? I mean, to me, it just- it sounds irritating, it sounds like that- that's the one place, the one moment that people might get to rest their heads, perhaps a little bit of saliva left on the window because that always happens on a bus and it's funny. And now this, is it ethical?

Matthew Bywater: Well, I think the saliva thing just cured that. Lots of saliva on the window. So, is it ethical? This is another gray area and, as in any new technology, we'll wait and see. I think the good thing is, you can take your head off straightaway and sort of negate that so. But, there is no, I mean, something new comes out, we just gotta try it and test it and see what public opinion is.

Tim Williams: Yeah, all right. Well, on new technology, what is coming out? We're just saying this. What's next?

Matthew Bywater: One that's actually currently viable is spatial recognition and this is a controversial one. This is where you can walk up to an advertisement, be a billboard or an advertising board saying a buy or some way. It'll pick up age, gender, your mood, if you're happy, if you're sad, and the advertisements will change. So, it'll look still at you, you might walk up and they'll show you a Smirnoff ad. Monique walks up and it'll change to a Cosmopolitan, or something like that.

Monique Wright: That's clever.

Matthew Bywater: It actually becomes more personalized and interactive. The danger is, what everyone's scared about is, who's collecting that information? And we know the [inaudible 00:03:10] is, we know the advertiser, perhaps, is. And what rights do they have? So, the collection of data is probably the sticking point at the moment and that's where it may come undone. But overall, having personalized advertising, it's gotta be a better thing for all of us.

Monique Wright: What do you think about that, Seamus?

Seamus Byrne: Yeah, I mean, I think a slightly less intrusive sort of clever new technology that's being [inaudible 00:03:27] at the moment is a system that essentially is able to turn a subway tunnel next to a train to what looks like moving pictures inside. You know, and again, it's something where it's kinda clever, it makes you kinda look towards it, you check it out, you think that's kinda interesting. Essentially, it's just a clever set of LED panels that sort of run through, but just that whole sort of momentum of the train actually turns into pictures. That's something again, I think it's catchier and it catches your eye, rather than a noise you hear. And I think that's that delicate balance of "Do you feel like you can opt out? And do you feel like it's actually engaging you rather than annoying and disturbing you?"

Monique Wright: Is there any way to avoid this?

Matthew Bywater: Yeah, there's a few things. I think, legally, ICMA, I-C-M-A.gov.eu, but hopefully, we don't have to get that far. The main thing is we are all socially connected and I love the hashtag on everything, so if something really annoys you, something really peeves you off, hashtag it. Tell all your friends. The smart companies are watching.

Monique Wright: Yeah, right.

Matthew Bywater: They're wondering your names. I- I'll test it myself. I actually often mention a brand in a Twitter feed, just to see who reacts. And the dumb ones, the ones who are gonna be here probably into the future, they're not reacting, they're just throwing stuff out there. They're sort of just throwing out there and just not caring about the consumer. The ones that really care about the consumer, they're actually reacting to it. So, start sharing and telling people. So, hashtag it. Let everybody know and avoid, avoid those companies doing the wrong thing.

Monique Wright: And I think it's so much easier now, isn't it, than picking up the phone, waiting on hold, to complain.

Seamus Byrne: Yeah, exactly. You know, I mean, their tracking sentiment is the big word that they use for it and they'll all have an agency that's actually looking at what the reaction is to any campaign and, in this sense, literally just saying negative things on Twitter, they will know just through a big gathering of that info.

Tim Williams: Nice one.

Matthew Bywater: The crazy ad world, isn't it?

Monique Wright: It's a crazy world out there.

Tim Williams: Thanks, Seamus. Thanks, Matthew.

Monique Wright: Thank you.

Matthew Bywater: Nice one, boys.