A New High (or Low?) in the Innovation-Disruption Model

• A New High (or Low?) in the Innovation-Disruption Model - Annotated

  Historically, advertising has worked by interrupting consumer activity and then introducing a message to continue to disrupt. The approach captures consumer attention (when it works) and aids in recall later. With social media, marketing has been more inbound than outbound with a move away from the interruption-disruption model, but a new form of out-of-home signage wants to use technology to improve on the old way of doing things. The innovation? Video mirrors from the Mirrus company. The mirrors have been installed in Dowdy-Ficklen Stadium on East Carolina University's campus - one of three universities to test the technology.  The promise is that the mirror is a mirror if someone approaches the mirror - but the potential is clearly there to interrupt activity to show an ad. Is this a high or a low in advertising advances? Leave a comment to share your opinion. 

  tags: ECU smm ECUAdvertising outofhome mirrors Mirrus

  • A mirror hanging in the entryway of the ISP Sports office is more than just a mirror. It’s an animated billboard.

    
    

    The Geico gecko strolls across the top of the reflective panel touting their insurance brand. Then an ad for Pledge cleaning supplies pops up.

  • Were someone to step forward in order to lather and rinse or check their makeup, those ads would disappear offering the person a clear view of themselves and the room — just like a normal mirror.
  • It’s a bit of new technology that East Carolina University Pirate football fans will soon be accustomed to seeing. ISP, which handles the corporate sponsorships and broadcast rights for ECU athletics, partnered with a company called Mirrus this year to try out the new advertising medium, Vice President and General Manager Meghan Heinchon said.
  • The corporate messages run on 15-second loops of video or a still image, displaying four advertisers per minute. Those can be changed by inserting a different memory card — like the type used in digital cameras and other media — into the mirror, Heinchon said.

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