Word: clickings
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...looking forward to the day when you can stop and smell the daisies without putting down your laptop, it may not be too far off. I'm at the much-hyped but financially troubled DigiScents Inc. in Oakland, California, for a click-and-sniff demonstration. When I select the cotton candy icon, a short blast from the iSmell scent synthesizer - which connects to a computer or game console - takes me back to the county fair. Some fragrances are better than others: ocean breeze tends more toward air freshener than the beaches of Bali...
...Corsa seems similar to most other car ads - images of beautiful women, breathtaking scenery and no information about the product. But this campaign, which ran late last year on French digital satellite pay-TV channel TPS, is a glimpse of the future. Interested viewers could use their remotes to click on an icon and find out what colors the car comes in, what the interior looks like, how much the car costs and where they could finance it. What's more, they could assemble a virtual version of their dream car with all the desired options and e-mail...
...only starting to test the waters, experimenting with interactive ads in France, Britain and the U.S. Still, France's TPS, one of the vanguard channels, has hosted more than 25 interactive ad campaigns in the past four years and claims that up to 50% of viewers use the click-through option. Opel, which now devotes about 5% of its advertising budget to interactive spots, considers its TPS campaign promising, and Danan is convinced interactive TV ads will be a major driver in the future. Now if they could just branch out beyond a man, a woman and a winding road...
...will simplify our lives. Imagine, they say, that it's Saturday afternoon and you're feeling hungry. So you pull out that webpad and go to Whirlpool's website (the company providing all the appliances in Cisco's demo kitchen) and look for a list of recipes. Click on the one you like, and you get a rundown of the ingredients required. As you have a "smart" fridge that includes a bar-code reader and can therefore tell what's in the cartons inside, you can check - still online, without having to physically go to your fridge - whether you have...
...other experimental projects in the works for Europe, too. Starting in June, viewers with set-top box receivers will be able - with just a click of the remote control - to get music news, text info about artists, MTV charts and tours to pop up on their screens while they watch videos on regular MTV channels. In Britain, the company is testing ways to integrate both Internet and mobile data services with TV. A live interactive request show called Videoclash lets viewers vote for their favorite music videos via the MTV U.K. website or by using text messaging. Votes show...