Digitally Linked Adverts On Text Books Are Great Technology. But Could They Be A Risk for Kids?
Unless the fine line between information and advertising is made clear, kids are going to come up unable to discern facts from fiction
by Paola Di Maio
Digimarc Corporation, a leader in digital watermark technology and applications, has signed a deal with Cover Concepts, who make textbook covers to public schools nationwide.
They have announced that the technology will link book cover advertisements to relevant information online.
The technology looks great, the application is perhaps a little arguable.
We know how valuable kids are to marketers, but education has been spared so far the common commercial dimension.
Education, most agree, should be advertising free.
"Digimarc MediaBridge technology allows students to link from book covers directly to targeted Web destinations merely by showing the books to a Web camera" says the company in a statement. That's fantastic, to be able to update and expand the syllabus with online interactive resources.
"Advertisers will use this new marketing vehicle to offer special promotions, giveaways and discounts through Web-based marketing programs that tie directly to the adverts and sponsorships associated with the textbook covers". Better be careful there. What are the laws and regulations regarding advertising to children? Which is the organisation responsible for keeping an eye on - ehm, regulating - advertising on the internet? What do they say about it.
"Digimarc's MediaBridge technology is a great differentiator we can offer our clients" said Missy Godfrey, Cover Concepts publisher. "A book cover is a very non-traditional advertising vehicle, and Cover Concepts attracts clients that are developing cutting-edge campaigns. Kids already love our trendy textbook covers and will be thrilled that the covers are now interactive."
That sounds wonderful, but have we thought about the long term implication and the impact on the children?
Cover Concepts distributes over 100 million free book covers to students in 40,000 schools nationwide every year. The agreement calls for them to pay a licensing fee per watermarked cover to Digimarc.
"Digimarc MediaBridge technology is issuing in a whole new era of advertising. New-age consumers are not content to sit back and be talked at by marketers - they want to interact and that's why Cover Concepts is a great partner for our technology," says Indra Paul, Digimarc MediaBridge vice president in a statement.
"Today's high school and junior high students represent the most technologically savvy U.S. age group. This agreement provides a great opportunity to introduce them to a new way of accessing the Internet and information."
I do not call advertising 'information', do you?
There might be some information in advertising, but unless we draw the line very carefully, the kids are going to grow up without the ability to discriminate and evaluate impartial information to understand who's line they are swallowing.
While looking forward to the wonderful innovations brought about by new technology, I am also expecting some signs that companies are aware of the implications on the future of society
Paola Di Maio
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