A year after the digital music distribution company BrandSpins acquired the music licensing giant, MusicDealers.com, they have released a new technology called ‘TONEprotocol,’ aimed at revolutionising the advertising industry. The terms of the deal were not disclosed.
TONEprotocol, developed by TheToneKnows, Inc., works by embedding an imperceptible tone called a ‘TONE-Tag’ into any MusicDealers’ song used within television, radio, and streamed advertisements. The ‘Tone-Tag’ is an imperceptible audio beacon that converts this beacon to a “code” which can be deciphered by any smartphone. Once perceived by any mobile device, the ‘TONE-Tag’ will trigger a graphic ad which instantly appears on the listener’s mobile phone.
Beyond radio and TV, the audio beacon technology works in anything with sound including films, video games, as well as the retail environment. By installing TONE-emitting chips sets in retail stores and public spaces, coupons, ads, and promotions can be delivered to any smartphone within about 30 feet. This application of the technology could replace expensive and maintenance-intense bluetooth beacons and RFID-based systems.
Billy Tuchscher, CEO of BrandSpins and MusicDealers.com, said, “It is pretty impressive to be listening to a radio ad and magically have a coupon, flyer, or event ticket show up on your phone. The technology is solid, all the inventors needed was a music catalog, method of distribution, and big brand relationships. We have all that.”
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