Commentary

Laying the Groundwork

Great advertising stops people in their tracks and enthralls them even after they've walked away. People find it hard to walk away from GroundFX, a new ad system from Monster Media and GestureTek.

The new technology entices consumers to interact with the simple wave of a hand or swipe of a foot. The system projects video onto an 8-by-10-foot floor display. A proprietary monitoring feature allows advertisers to gauge the effectiveness of the message and alter it in real time.

"Consumers now have the ability to engage with advertising, bringing static ads to life and creating memorable and personal experiences," explains John Payne, president of Monster Media. Currently, GroundFX is installed at sports venues in California, Texas, and Pennsylvania. A national rollout will bring the system to performing arts centers, concert halls, and movie theaters.

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