What’s the first thing you do when your football team scores? For many fans, the answer is reach for your phone or laptop to see what everyone’s saying about it online.
Spotting an opportunity, Google has developed some super-clever technology that allows brands to correlate their digital advertising with what’s just happened on TV. (Back of the net, Damo.)
Within seconds of a goal being scored, the technology allows Nike to deliver tailored ads straight to phones, tablets and laptops across the land.
Once fans saw the ads, they were then able to panoramically span 360-degrees around a player of their choice, capture their own shot, and add their own custom message and graphics to share with others around the world.
It’s all part of Google’s ‘Art Copy & Code’ project – a series of experiments to re-imagine the future of advertising. Bye bye billboards. Hello live, real-time ads in your living room. Scary.