A―S

Opinion

A Modern Use of Radio in Advertising

In order to adequately recount one of the more interesting product demonstrations I have witnessed I have to ask you imagine a dog whistle. Humans cannot hear a dog whistle, only dogs. It’s projected at a frequency out of our range of observation. There are ways for us to measure its sound, but it can be reasonably understood we will not be looking out for it.

Think of a very old car and how you interact with the radio in that car. Think of being in a new car and how you use the radio. In a newer car you can see a projection of text alongside the invisible stream of audio emanating from the speakers. The text shows you the artist and song title of the song that is playing. Text is data that can be transmitted in association to an audio or video stream. Things other than just text can be transmitted as well.

Within an audio or video advertisement there can also sit another object. This object can be a piece of text or, for this example, an invisible radio signal. It weighs nothing, it’s colorless, odorless, and can serve a very useful purpose.

In a constant pursuit of improvement, the way internet providers and advertisers can ensure with absolute certainty that an advertisement is witnessed by a given person can be addressed with this sort of dog whistle.

For the duration of an advertisement, a signal can be sent that waits for complementary receiver sitting in an application installed on a mobile device. So, if advertising partners agree to a call-and-response feature what happens is when you think you are simply ignoring another advertisement, the television is sending out an signal that can trigger a complimentary receiver in a application installed on your phone.

This sort of feature only works if you were have an advertising application, like Facebook, on your phone and if your phone was near a television transmitting an advertisement loaded with this dog whistle. However, if all of these boxes are checked, that data is worth a lot.