SPH MBO makes interactive advertising reaction

Singapore - SPH MediaBoxOffice (SPH MBO) together with interactive OOH advertising company The Reactrix will unveil a new interactive marketing solution named The Reactrix, at a trade launch next Tuesday.

The marketing solution allows people to become part of, and interact with, the visual content which has been projected mainly on floors and walls - the digital images respond to people who walk by or move over the display area in a bid to increase brand recall for advertisers. The launch follows several months of trials conducted in malls such as Paragon, Junction 8, and IMM to name a few.

The offering appears similar to another product currently implemented by Mosaic Solutions, called Catchyoo. This interactive offering is based on computer vision patented technologies, with unique special effects and scheduling and remote management capabilities that, according to Mosaic Solutions business development manager Belinda Ng, differentiates it from The Reactrix.

"The objectives are the same but in terms of how we service clients and product positioning, we're very different," she said.

Minimal production costs and the ability to measure eyeballs and ROI were some of the points Ng highlighted as differences in the two interactive offerings. However, deputy GM for SPH MBO, Edward Tang did not agree with the statement and said that its target audience in this case is different.

"We are located in major shopping malls, and we meet the consumer at the path to purchase and we are able to monitor interactions through our interactivity capability. The Reactrix has an infra red camera, projector and a computer server - interactions are captured and recorded and we can give advertisers data about ads such as how many interactions occurred for a specific hour, for example," he said.

As The Reactrix's sole marketing and media sales representative for Reactrix Singapore, the exclusive distributor of the product, SPH MBO has so far introduced it to six major shopping malls with five more malls likely to join in the near future.