• by Larissa Faw , February 5, 2014

Chicago Ad shop Fusion92, has signed an agreement with Sony DADC to become the primary U.S. licensor of Sony's eBridge advertising and analytics platform. In effect, the agency now serves as the U.S. rep and sales arm of the technology and will attempt to sell it to its own clients.

"We fully represent the technology," says Matt Murphy, CEO, Fusion92. "So even if Sony gets a lead in the U.S., they will turn it over to us to pursue." The length of the agreement is based on several performance metrics, but initially is expected to run three to five years. Pricing varies depending on client requirements.

This technology is best described as a thumb drive with a brain. "It's a very small thumb drive that can be imbedded, wrapped or delivered into another device," says Murphy. The platform enables users to imbed video, audio or document files into packaging, such as catalogs, inserts and printed materials.

"It can be attached to pretty much anything," says Murphy. "Plastic toy cars, door hangers, direct mailings." Then, once these chips are connected to a USB port, viewers receive and are able to view interactive content.

At the same time, the technology provides enhanced analytics for advertisers. The Web-based application is able to track consumer interactions in real-time and offers custom measurement tools. "One of the unique benefits is through serialization," says Murphy. Right now, most thumb drives or devices offering similar services enable anyone to erase and redistribute information with that device, which can be detrimental to brands.

Instead, companies using this service have an additional layer of protection. "Everyone has a unique access key that could be used as an entry for a sweepstakes or can provide protected data," says Murphy. 

So far, most of the marketers expressing interest in the service are in the insurance, pharmaceutical and automotive categories, as well as politics, says Murphy.