Instead of seeing a banner or icon on the screen, viewers’ phones would pick up extra beams of light to receive coupons and other offers from advertisers.
Interactive television ads are nothing new; banner overlays on commercials have long let viewers ‘click’ for more product information or to redeem special offers, and as of late, brands have employed Shazam in ads to reward viewers with exclusive deals for watching the commercial.
The interactive ad format has been shown to increase engagement with viewers; David Jones, Shazam’s EVP of Marketing has been quoted as saying, ‘In five or so seconds on screen, you can literally double the engagement that you’re getting on social media through these rich Shazam experiences.’ But in both examples, pictured above and below, the viewing experience is interrupted by an on-screen presence alerting the viewer to the opportunity. While the banner overlays and Shazam buttons are additive in engagement opportunities, they are detractive and obtrusive.
To solve the problem, Fujitsu has developed an interactive technology that would bring the viewer the same opportunity for a second-screen experience, without intruding into their first screen experience. The new technology would add lights that are discernible to a phone camera but not to the human eye to a video stream, creating, essentially, a scannable light-based QR codes. Viewers would still have to point their phone towards the TV to receive more information, but there would be no on-screen icon like with the banners or Shazam logos.
According to Fujitsu, this technology would enable brands to ‘embed coupons or URLs into TV commercials, and distribute the additional information from television sets directly to viewers’ smart phones.’ Viewers could scan their TVs and receive the coupons from 2-3 meters away. As this technology doesn’t include on-screen prompts, adaption rate would be directly linked to awareness of the product, a potential challenge. The strength of the technology is the potential seamless viewing experience it could provide to consumers.
Watch an explanation of the technology below: