The binaural audio campaign invited passersby to “stop for a drink” at several virtual window-front bars in Toronto.
This was one of the defining features of the campaign. It was conceptualized as a NFC and binaural audio project first. That said, an estimated 1.4 billion smartphones already have NFC chips, so the timing made sense. This marked a turning point for binaural audio technology now being ready for commercialization.
This approach to transforming DOOH shows promise on three fronts:
1. By connecting to mobile devices, the content does not add to any existing street noise.
2. Both audio and visual cues are almost perfectly synchronized, allowing passersby to tune-in to window-front content in real-time.
The team struggled with this integration for months, until stumbling upon an often-overlooked, old-school solution: the past often holds the answers to future hurdles. Now, two streamlined microphones capture
the subtle differences in timing, volume, and timbre that occur as sounds from different directions reach each ear.
3. The window-to-mobile connection allows audiences to take their impression with them, creating brand opportunities for retargeting, redirecting, couponing, and more.
Advertising experiences can create lasting impressions
Now, headlong into a new decade, both retail and DOOH are in the midst of rapid transformations. Wearable devices made to both turn on and off the outside world make for exponential engagement opportunities for brands looking to capture the attention of consumers in new and exciting ways. The most successful media projects moving forward will not only captivate the senses, but also respect the public’s right to connect on its own terms.
Nathan Elliott is the CEO and founder of FrontRunner Technologies, a Canadian-based digital out-of-home (DOOH) media-delivery platform. Projecting the future of content delivery, Elliott and his team deploy immersive digital content and technology in premier WindowFronts across North America. He can be reached via email at nelliott@frontrunner-tech.com.
Elizabeth Crisante Green is the director of business development for FrontRunner Technologies, a Canadian-based digital out-of-home (DOOH) media-delivery platform. A leader in the new age of DOOH advertising, Green and her team bring cutting-edge immersive technologies and programmatic opportunities to the advertising and commercial real estate worlds to drive the future of content delivery. She can be reached via email at ecrisante@frontrunner-tech.com.
Simón Rojas is the creative director, artist, and co-founder at Derooted Immersive, a Toronto-based 3D projections and brand experiences design firm. With more than 20 years of experience in the design and advertising industries, his hands-on, concept-driven approach has put the company at the top list when it comes to memorable innovations that resonate with clients and participants alike. He can be reached via email at simon@derooted.com.
