Tag Archives | Camera

Amnesty International Uses Eyeball-Aware Ad To Enhance Message

Amnesty International Eyeball Aware Ad

Amnesty International’s bus stop ad is a great example of how interactivity and eyeball-aware ads can be used to engage viewers and add another level of meaning to the overall message. The ad is for a campaign that aims to bring awareness to the problem of domestic violence, and uses a small camera to detect faces. When no one is looking, the screen shows a man abusing his wife. When the camera detects a face, the ad waits a few seconds for the message to sink in, and then the couple stops fighting and does their best to look normal. It’s a subtle message, but definitely drives home their tagline, “It Happens When Nobody Is Watching.”

It’s easy to see why an ad like this would be effective. Usually, when a viewer looks at an ad, they may only see the message for a few moments before looking away. However, with an interactive ad that responds to the viewer’s gaze, they’re more likely to look longer to see what will happen. Thus, views last longer, and the message has more time to sink in. (It’s important to note that video ads for the sake of movement is not what we’re talking about here. The movement needs to be a part of the message to really be effective at enhancing the overall ad.)

Taking the concept a step further, imagine an ad that ‘talks’ to the viewer. Since the technology gives ads self-awareness, a donut shop could create an ad that says good morning to anyone that walks by, or a clothing store could create an ad that compliments (or mocks!) outfits in the crowd. The technology would also allow advertisers to incorporate a video that starts only when someone is looking, rather than playing over and over again on a constant loop.

In addition to enhancing the message, an outdoor ad that’s aware of when people are looking at it ushers in a whole new level of measurement, as view numbers no longer need to be rough estimations of foot traffic and awareness. Instead, each ad can be bought and sold based on accurate view numbers and actual engagement, giving advertisers proof that they’re getting what they’re paying for, and allowing media companies to price their high profile ad placements with the premium they deserve.

Like any new ad format, eyeball-aware ads are in their creative infancy, and I would expect to see many more uses emerge as advertisers start to understand and explore the technology, but as an effective and engaging means of enhancing a message, this is definitely one format to keep an eye on.

The Good:

  • Uses eyeball-awareness to enhance the message and engage the viewer.
  • Allows for advanced measurement techniques that take into account actual engagement.

The Bad:

  • Expensive technology makes ads difficult to scale.

The Future:

  • Ads that are viewer-aware allow advertisers to create more interactive messages and engage the viewer in new and unique ways, while better matching cost to value.

Fanta Uses Mobile Augmented Reality To Play Virtual Tennis

Fanta

It’s not perfect, but Fanta’s Virtual Tennis is one of the first real examples of a company using augmented reality in a new and unique way to advertise their products:

To play the game, just download and print the Virtual Tennis Court, download the game to your mobile phone from http://m.fanta.eu and get a friend to do the same. Then, start the game, point your phone towards the game board, and play away.

Currently Virtual Tennis only works on the various versions of Nokia’s N81, N82, N95, 6120 and 6121 since it needs a high-quality camera and a high-speed processor to run correctly, but as more and more mobile phones start to meet these requirements, I’m predicting that we’ll see many more mobile campaigns incorporating some sort of augmented reality into them in the future.

For now though, it’s just good to see companies that are willing to push the edge and try out new things, because it means that others will soon follow, and the technology can continue to grow and expand.

The Good:

  • Fanta is using a new technology in a fun and unique way.
  • By trying something that no one has seen before, they can greatly increase their target market.

The Bad:

  • High and restrictive technological requirements eliminate most users.
  • A virtual tennis game is not a good match to the specific product (a soda), so it becomes more of a brand play.

The Future:

  • Augmented reality gets incorporated into a company’s mobile strategy and used in new and unique ways to draw in consumers and give them something fun that they can play with.

Fanta – Virtual Tennis