Rick Shwartz’ “Vertisi” Interactive Display Advertising

May 23, 2008 at 1:51 pm 4 comments

Down in Orlando this week is the Targeted Traffic Show, put on by the Domain King himself, Rick Schwartz. Prior to the conference, Rick promised attendees a revolutionary new product that he expects to be the “next big thing”.

Ron Jackson in his Daily Lowdown of the TRAFFIC conference reported,

“[It] was unveiled right after lunch and the product – dubbed Vertisi – did indeed appear to be a show stopper. Vertisi allows you to lay a piece of film over any piece of glass and that layer of film becomes an interactive touch sensitive display that can be used for anything from store displays to public Internet access available from any surface the film is applied to. A projection unit casts the interactive image on the film. Schwartz has bought 10% of the company and has an option on another 13%. The live demo of Vertisi pulled a shoulder to shoulder capacity crowd into the conference room where it was unveiled.”

Now I am not sure why it was a show stopper, nor do I understand why Owen Frager, someone whom I respect a great deal and is someone who truly “gets it”, would paraphrase Jackson on his blog with the sensational headline of “Schwartz Launches Next Revolution at Traffic“.

From what I understand, this technology has been around for a couple of years now. It looks like Vertisi signed a deal with Portuguese-based Displax back in 2006 according to archived pages on the Vertisi website.

Displax was featured in the 2006 Best Business Ideas by CoolBusinessIdeas.com with the following description:

Displax® projects itself in a transparent, holographic display, with high definition, visible at daylight, captures the customers attention, bonds with the reality of the business of any kind of organization and has customized sizes, witch allows its placement in window stores of banks or telecommunications store, with the certainty that, whoever passes by, will not be indifferent to it. It has a great impact! Displax® – Interactive window will be released in three versions. Displax® Interactive is the solution that allows people to interact with a projected multimedia application, just pressing the display with a finger. Displax® – Network allows managing displays placed in any location of the world, in a remote and central way. Displax® – Show allows you to present, in an innovative way, the products in a display, set in a window-store or inside the shop.

But perhaps this is just another example that those of us who are fully immersed in the next, “new, new thing” always think that everyone is already where we are. Case in point, I was having a conversation about domain names in a general networking session the other day and someone asked me “what a domain was?” [Honest!]. When I got over my shock, showed him the “.com” on my business card, I realized that there is an entire market of laggards and late majority technology adopters that are not where we are yet.

And perhaps it will be the endorsement of someone like Rick that is going to propel this technology forward. After all, the first domain names registered were in 1985-86 and it wasn’t until Rick (and a few others) spearheaded a marketing Eureka! that many still have not heard of.

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Entry filed under: Cool Companies, Ramblings, Trends. Tags: , , , , , .

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4 Comments Add your own

  • 1. Lynn Marentette  |  May 24, 2008 at 8:39 pm

    You have a point about late adopters! There still are many people who do not use e-mail, or use it so rarely that they don’t know how to open attachments to view family pictures and so forth.

    These people aren’t all senior citizens. There are plenty of people in their 30’s and 40’s who did not jump on the technology wave. At the same time, there are folks twice their age who have been using computers regularly since the late 1970.s or 1980s in one form or another. These people adopted new technologies as they evolved.

    If you look at the research about privacy and security, you’ll find that there are many people who do not use virus protection software or know about phishing. I can understand this. There are lots of people who don’t read technology articles or have a circle of tech-savvy friends or family members to keep them on track.

    Reply
  • 2. Steve  |  May 26, 2008 at 5:46 pm

    Also take a look at http://www.gesturetek.com a canadian company that has been doing the same thing for years…

    Reply
  • 3. Kelly Lieberman  |  June 5, 2008 at 1:15 pm

    “….And perhaps it will be the endorsement of someone like Rick that is going to propel this technology forward. After all, the first domain names registered were in 1985-86 and it wasn’t until Rick (and a few others) spearheaded a marketing Eureka! that many still have not heard of.”

    Of course this is exactly where Owen was headed, because after the 2006 Best Business Idea Award, Displax fell off the radar for most…

    However, Rick’s involvment with Vertisi will keep this technology “front and center ” with an audience that can quickly integrate it with concepts already on the table within his inner circle, and the wider ripples around him..

    Reply
  • […] 5, 2008 Just a quick update on my opinion on Vertisi and its potential (regarding this post here where I described Rick Schwartz introducing the new product at TRAFFIC). My intent was not to doubt the utility of the product, it was just to call attention to the fact […]

    Reply

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