If you DVR over their commercials, they’ll put ads on your favorite websites or place products in the shows you watch. If you close the ads that pop up on your favorite websites, they’ll put ads on your favorite radio stations. If you stop listening to your favorite radio stations, they’ll put ads on your Angry Birds or Words with Friends Apps. If you stop playing Angry Birds and Words with Friends, well then all hope is lost because you’re officially off the grid, right? Apps are a great way for advertisers to target their audience, no doubt about it. But if you’re like most people and don’t open the ads that bombard your screens, then what’s the point of advertising on them altogether? Advertisers and tech companies alike have been trying to figure out a way around this dilemma for quite some time and finally, much to the consumer’s dismay, they may have found a viable solution to combat ignored ads.
New York digital agency, Densebrain, recently revamped an innovative program, Sonic Notify, to solve this problem. Sonic Notify was originally created as an App that helped users locate buses via audio code that delivered messages, ads and more to smartphones. After a meeting with Proctor & Gamble, however, Densebrain came up with a way to use this technology to differentiate products in grocery store aisles. Densebrain proposes to use its Sonic Notify technology in coordination with strategically placed beacons on grocery store shelves to send inaudible high frequency sounds that trigger smartphone messages. Basically, consumers are able to download an App for Proctor & Gamble, perhaps in hope of receiving coupons and discounts. While walking through Publix, messages or alerts would go off as the consumer passes the P&G products on the aisle, offering discounts and additional information. However, in agreeing to participate in all the App has to offer, the consumer would have to accept ads that pop up in addition to their coupons.
This is a revolutionary platform for location-based targeting. According to Adweek, the Sonic Notify App is also capable of providing interactive content catered to TV programs, sporting events and even live concerts. The question is: would people download the App knowing that they’d have to read ads before getting the information they intended to obtain? Personally, I don’t know if I need or want any more alerts or messages blowing up my cell phone. Not to say I’m “Mr. Popular,” but along with email, text messaging, Facebook, Twitter, voicemail and my fantasy football Apps, I really don’t want to get more random messages on my phone. The software does allow people to opt out of some messaging, but what would be the point of having the App if you aren’t going to read the messages? Most consumers will probably agree that receiving discounts and promotions for products while standing in front of those products could be extremely beneficial, but barcodes and QR codes on signage near the products could accomplish the same thing. The fact of the matter is, when one company finds something incredibly successful, the rest are sure to follow. In my opinion, Sonic Notify is a good idea as long as it doesn’t become more of an annoyance than an asset. It reminds me a lot of Radio Frequency Identification technology that is used in things like an E-pass, the toll booth automatic debit system, if you live in Florida. Hopefully Sonic Notify doesn’t issue tickets for running through their promotional lanes!