Court TV First To Use Audio Spotlighting In Ads
WABC, Monday, November 20, 2006 11:15 AM
Step into a cafe, peruse a bookstore and maybe you'll hear it--a voice that appears out of nowhere: "Hey you, over here, don't turn around ... can you hear me? Do you ever think about murder? About committing the ultimate crime." It's new technology called audio spotlighting, and Court TV is the first to use it in advertising.
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Here's how it works: When someone walks in front of a motion sensor, a 30-second ad is triggered. The sound is directed to a very specific, limited area. Until now, the technology has only been in used by museums, like the Smithsonian.
Veteran ad executive Jerry Della Femina says he admires Court TV for finding a new way to get through to consumers, but he worries about what could be coming. "The next point is a hand comes out and grabs you at the collar and pulls you in and says buy this product or I'm gonna hurt you," he says.
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