Apr 16

Multi-touch for advertising by NUITEQ’s CIO Jonathan Chee

The adoption of Multitouch Technologies (MT) is starting to be felt all throughout the Advertising Industry. The initial foray of these market punters are to adopt MT as an enhancement to digital signage solutions.

However, even though people do understand the age old adage that physical interaction with a message or advertisement will increase message retention, ad agencies still have very little data on how to quantify the benefits of touch. Especially, Multitouch.

In this age of the information superhighway, traditional media which relies on broadcasting or narrowcasting has very limited effectiveness.

Broadcasting is essentially utilizing a message which is designed and put in place to hit a generic crowd i.e. Billboards. This implies wastage.

Narrowcasting is on the other end of the spectrum where a message is narrowed down to such a specific demographic that it will only target a very small catchment area.

With the adoption of Multitouch Technologies in Advertising, instead of pushing Ads to the end user, the user can “PULL” the information for themselves. User identifies themselves to the screens and based on their preferences, a set of content which is suitable for them will be then presented to them. No other mediums apart from MT screens can accomplish this.

NUITEQ’s CIO Jon Chee was recently asked to present this new technology to a group of very influential advertising firms in the Global Region.