So Capital Networks is releasing something called Audience.tag which places digital signage on a standard sized name tag that goes on a shirt. It reminds me of the “Pitvertising” which I saw several months ago. It would work for certain situations. I can tell you for myself, I would get annoyed if I had a dynamic digital sign on my chest.

One thing about digital signage is that it’s already a bit less under audience control than other forms of digital media and advertising. What makes this form a bit worse is the fact that you can’t get away from it, especially if you’re the one wearing it.

The device is touted as the “wearable media player.” It’s uses are somewhat limited, but the unique “niche” style that Capital Networks has produced here certainly has some applications including:

• Instant engagement between retail sales staff and customers.
• New product introductions and service launches.
• In store brand and media reinforcement.
• Introducing corporate news.
• Tradeshows.

So, if you’re looking for something that’s obnoxious enough to grab customers’ attention at a tradeshow or the like you may want to try Audience.tag….or maybe not, especially if you’re epileptic.

1. 

   larry

   January 15, 2009 at 3:25 pm

   Exhibitors were wearing them in the two special design booths at the National Retail Federation Trade Show at the Javits Center in NYC, 1/12/09.

   They really caught my eye. The people I talked with all said that they were getting a lot of questions and comments about the tags. Too bad company reps were not around, I bet they could have taken some orders.

   The quality of the screens were great. The motion of the video loop was very invasive, but there was no story or call to action. Also, no sound.

   I think a lot of research and creativity are needed to make these tags worth the money. For one, it is impossible to multi-task wearing the tag. As the consumer, I was either being polite and talking to the person, or I was transfixed staring at her chest (she did laugh when I said I really was looking at the screen.)

   Also how long can the engagement last? Is it 5, 10 or 20 seconds of staring at a person, and the person standing still? Is it a product demo? Words from a traditonal button to ask for 10% off? To be effective, I think there needs to be a clear understanding of how to use these and what message to display.

   Lastly, these tags are going to grow legs. I’ll bet a lot of them disappear because the staff thinks its cuter than an iPod.

   lwsmith10011
   at gmail dot com
2. 

   Nate

   January 15, 2009 at 3:30 pm

   Thanks for sharing. It’s a bit what I would imagine. Certainly an eye-catcher that would provide needed impressions, especially in a trade show environment.
3. 

   Mike Kreizman

   July 8, 2009 at 7:39 am

   Similar products made in Taiwan by Sun Group. DIGITAL TAG

   The Sun Group of Taipei, Taiwan, has introduced THE Digital TAG (Model No.: SUN-SG824), a wearable digital signage player the size of a 2.4-by-2-inch name tag that delivers a message through professional video content

   Digital Signage Expo Industry News