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November 2006 - Strategy Magazine
What Next

Two-faced storefronts
New technology enables interactive, daylight-visible window projections

by Terry Poulton
page 35

Thanks to new "Window F/X" technology imported from Europe, Boombox Marketing's OptiAd Media division has begun transforming store windows into screen ads for featured products. Almost like holograms, the ads are invisible from inside but eye-catching for passersby 24/7, even in bright sunlight.

"Home builders, for instance, can run virtual tours of the residences they're selling on the windows of their sales centres, even when they're closed," explains Michael Dellios, VP at Toronto-based OptiAd Media (optiadmedia.com), adding that touchscreen capabilities allow potential customers to window "surf" whether a store is open or closed.

OptiAd, which can develop and update the creative, recently set up Window F/X at a Mini sales centre on Toronto's trendy King Street West and at uptown Toronto kids store Nestings. Also, Toronto-based Labatt Breweries of Canada has commissioned several on-premise Window F/X installations.

Dellios says the new technology is customizable "up to windows as big as 50 ft. by 10 ft.," and is compatible with flash animation, DVD and live-feed video. There's no bulky hardware, and the screens don't block sunlight or the visibility of storefront products. For companies with more storefront space than they need to showcase their own wares, OptiAd will broker deals with other advertisers to turn unused windows into ad revenue.

With files from AB

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