The new ad technology that will force you to pay attention...
Dodging advertisements is as easy as falling off a log these days. If you want to avoid commercial breaks in your favourite TV shows, just record them then sit down to watch 15 minutes after the scheduled start time, before fast -forwarding through the ads.
When it comes to the 30 second ads that increasingly crop up at the start of online videos, we just use the time to see how long we can hold our breath for. Much more fun than being forced to listen to someone jawing on for half a minute about the benefits of owning a Nissan Qashqai.
But now, a major company have filed a patent application for technology that will force consumers to watch ads, using what they’re calling an ‘enforcement routine.’ The technology will apply to almost anything that has a screen - computers, phones, televisions, media players, game devices etc etc.
If and when the new technology is introduced, messages will crop up on the screen, demanding clicks from the consumer. Questions about the advert may be asked, ensuring that you’ve been paying full attention to the message being delivered by the advertiser.
A patent application has also been filed for a version for music players, where an audible prompt will ask the listener to press a specific button to move on to the rest of the ad. In both cases (audio and visual) if the demanding gizmo doesn’t get the answer it wants, the device will freeze until it gets a satisfactory response.
If you’re a bit thick or aren’t paying attention, you could be in for a rough ride – the patent application says that the tests “can be made progressively more aggressive if the user has failed a previous test.” Woop-de-doo!
If this disgusting little piece of technology does come into play, advertisers will be delighted and most right-thinking humans will be livid. But the inventors’ soft-soap claim is that the intention is to offer electronic products for lower prices, knowing that the advertisers’ message is being delivered as required. Purchasers of such equipment would do so willingly, knowing that for a lower price they’ll be expected to play ball with the advertisers’ whims.
Oh, we forgot to mention the name of the company that has pioneered this vile-sounding piece of technology. It’s Apple. Fucking Apple.