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This week it’s all about screens and pro­jec­tion. Most of us, espe­cially if you are read­ing this, spend 8 hours a day star­ing at one, much of the time at office doc­u­ments, with the occa­sional break for a dog on a skate­board. But have you stopped to think just how impres­sive on-screen and pro­jected visu­als can really be? Here are some great exam­ples of peo­ple and agen­cies that see what we see in a com­pletely new way.

See Your Name In Lights

Hack­ing Time’s Square? There’s an App for that.

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I was at a WPP Dig­i­tal Day last month and one of the pre­sen­ters was King Yiu Chu from Layar. He took us through some great exam­ples of Aug­mented Real­ity and how it can be applied to our mar­ket­ing efforts.

One case study was the Unin­vited DIY Exhi­bi­tion at MoMA New York, where vis­i­tors to the art gallery were able to see a num­ber of addi­tional “unof­fi­cial” exhibits through their iPhone and Android hand­sets. A nice way of blur­ring the lines between phys­i­cal and vir­tual environments.

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We’ve been using behav­ioural tar­get­ing for a num­ber of years. It opti­mises media spend and ampli­fies cam­paigns to the peo­ple who count. And, if done well, your prospects won’t realise it’s hap­pen­ing. But the EU believes con­sumers need to be pro­tected and made aware of the meth­ods used to tar­get them. That’s why there’s new leg­is­la­tion com­ing into effect on 25th May.

So, what to do? Well, the gen­eral con­sen­sus out there is the fol­low­ing: If you’re adver­tis­ing through pub­lish­ers and affil­i­ate net­works you need to make users aware that you’re track­ing their behav­iour to serve tai­lored adver­tis­ing. But what’s the best solu­tion? It could get messy with mul­ti­ple alerts, pop-ups and over­lays.

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