Cannes, France– Microsoft has engineered a way for advertisers to bake voice and gesture-based response mechanisms into TV spots seen by Xbox Kinect users.
Called Nuads, the product lets marketers add an interactive layer to commercials without requiring viewers to fumble with remote control buttons. For instance, Kinect owners may respond to a call-to-action by waving a hand or speaking a few words aloud.
“We think it’s a significant milestone in the journey of interactive television,” said Mark Kroese, GM of Microsoft’s entertainment and devices advertising unit.
Kroese will show off the capability in a demo today at the Cannes Lions ad festival, featuring hypothetical ads for Adidas, NBC, Toyota, and other brands.
But while the Nuads product could make interactive TV ads more appealing to consumers (and by extension advertisers and TV networks), all parties involved will have to wait. The technology won’t be available until next spring, due to significant platform updates and network enhancements to precede its rollout.
So far Microsoft has come up with five cues Xbox owners can use to interact with ads: “Xbox More” (to get more information), “Xbox Tweet” (to share an ad or offer), “Xbox Near Me” (to respond to a local trial offer, such as visiting a car dealership), “Xbox Schedule” (for TV networks’ tune-in ads) and gesture-controlled voting (such as a wave or thumbs-up).
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.