New way to use audio in mobile advertising
Posted on Jul 30, 2012 by YuMe
A new mobile ad application seeks to use noise to inform about certain products or deals. Advertisers and brands currently using video ads to reach consumers on mobile devices may want to investigate ways to incorporate this app into their ad campaigns.
Anytime someone who has downloaded the app to their mobile device walks by a specific product, the phone would emit an audible notification. That sound-based alert indicate a number of things, from letting the person know about a specific product or informing them about a deal on an item.
"No technology to date has enabled media delivery based on a consumer standing in front of a shelf, television, or at a concert," the app's website stated.
How it works is stores place a small transmitter behind a specific product that emits a high frequency sound that is inaudible. When a mobile device with the app is by the transmitter, the frequency triggers the app and the mobile device owner is alerted. The technology, according to Adweek, is based on how bus-tracking apps typically work. It is currently available for Apple and Android devices.
According to the app's developers, the idea came out of meetings with Proctor & Gamble concerning ways to differentiate one brand over another with consumers using cellphones.
This technology "could change the way brands reach consumers," Rodney Williams, assistant brand manager at Procter & Gamble, said to Adweek.