Beam of sound aims its messages
By Jenn Abelson, Globe Staff | April 24, 2007
Advertisers have a new way to get into your head.
Marketers around the world are using innovative audio technology that sends sound in a narrow beam, just like light, making it possible to direct messages right into consumers' ears while they shop or sit in waiting rooms.
The audio spotlight device, created by Watertown firm Holosonic Research Labs Inc., has been used to hawk everything from cereals in supermarket aisles to glasses at doctor's offices. The messages are often quick and targeted -- and a little creepy to the uninitiated.
Court TV recently installed the audio spotlight in ceilings of bookstores to promote the network's new murder-mystery show. A voice, whispering, "Hey, you, can you hear me? Do you ever think about murder?" was beamed toward customers as they browsed the mystery section in several independent bookstores in New York.
For advertisers, the audio spotlight is a way of marketing to consumers, sending tailored messages without disturbing an entire store with loudspeaker announcements such as Kmart's iconic "Blue Light Special." The flat disk speakers with precision targeting have made sound possible in unlikely places -- from Boston's Museum of Fine Arts to the New York Public Library -- and are increasingly attractive to merchants trying to improve the shopping experience with a peaceful environment.
Major US companies, including Procter & Gamble Co. and Best Buy Co., are testing the device, but it is already being embraced abroad. Some marketers say it is only a matter of time before the technology takes off here.