Reactrix: Clever Advertising?

From dusk to dawn to dusk, we are exposed to an overwhelming amount of advertising. This situation is, if anything, not improving and advertisers are (obviously) devising ever more cunning schemes to connect with their customers. Reactrix tackles this specific problem with interactive, floor-mounted advertising panels. Says the site:

The system draws Reactrix Media content from our computers over a
typical high-speed Internet connection and projects it onto the display
surface, where consumers can interact with it. The technology is fast
and reliable, works in most indoor lighting conditions, and responds to
users’ hand, foot or body motions with unusual intelligence and
accuracy.

Whilst the idea sounds reasonable, I do wonder whether the prohibitive price tag of $4,000 per month for a spot in a rotation of 10 at a single location is advertising money well spent. Also considering, as entertaining as some built-in applications may be, customers interact with the medium or even with each other but not necessarily with the brand. Also, it requires a big advertiser to spend this kind of money for one Reactrix floorboard in a shopping mall to generate a positive (if measurable) ROI. Maybe I’m being overly negative here. Worthwhile keeing an eye on this, though.

There’s plenty more information at networked_performance, who are much more enthusiastic about this idea than I am.