I've been reading a lot of press releases about the addition of client (or proximity) triggered ads/campaigns in WebDT by DT Research. To be more specific, the new feature allows to schedule ads that are "dormant" and are triggered when a client is in proximity of the screen.
This is a great feature (if used and used right) but I'm wondering if DT Research got some good PR guys this time around and are making everyone think that they reinvented the wheel?
Once again, this is a good feature that they've added, especially if its easy to use / implement, but even the simple media players that are on the wall over the urinals of any bar or club's bathroom have proximity detectors that trigger the ad to make sure the viewer sees it from the beginning instead of somewhere in the middle of the message.
Software solutions have had the possibility to do proximity triggering for a while too. For example, Ryarc's CampaignManager digital signage software has an open triggering system and trigger creation studio. By setting a code to listen for, a campaign can be triggered by a hardware device or another computer or software on the network. One can easily combine this functionality with a $20 motion sensor to achieve proximity triggering and a slew of other applications like bar-code reader or light-sensor activation.
In the end, what will make your digital signage successful isn't the hardware, but your message and how you use it. The long term idea is that proximity triggering will lead to gender and age recognition that in turn will make dynamic ad targeting, or the ability to determine traits about the shopper and show them a specific ad, possible.
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This is a great feature (if used and used right) but I'm wondering if DT Research got some good PR guys this time around and are making everyone think that they reinvented the wheel?
Once again, this is a good feature that they've added, especially if its easy to use / implement, but even the simple media players that are on the wall over the urinals of any bar or club's bathroom have proximity detectors that trigger the ad to make sure the viewer sees it from the beginning instead of somewhere in the middle of the message.
Software solutions have had the possibility to do proximity triggering for a while too. For example, Ryarc's CampaignManager digital signage software has an open triggering system and trigger creation studio. By setting a code to listen for, a campaign can be triggered by a hardware device or another computer or software on the network. One can easily combine this functionality with a $20 motion sensor to achieve proximity triggering and a slew of other applications like bar-code reader or light-sensor activation.
In the end, what will make your digital signage successful isn't the hardware, but your message and how you use it. The long term idea is that proximity triggering will lead to gender and age recognition that in turn will make dynamic ad targeting, or the ability to determine traits about the shopper and show them a specific ad, possible.
Discuss Add this link to... Bury
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