Interactive Advertising!

DAEM Interactive is a software company based in Barcelona which develops "augmented reality" technologies for camera-phones which include an image recognition platform focused on mobile marketing and advertisement campaigns. Their technology identifies advertisements photographed by users and sends back related multimedia contents.

Brands and advertising agencies get to boost their marketing campaigns and promotions without having to make special developments or changes, maximizing their budget. And for users, it's as easy as taking a picture. Users can interact with brands in a non intrusive way, where and when they want to, by simply pointing their cameraphones at an ad (magazine or billboard) and clicking. Then, they can MMS the content to the DAEM server and DAEM software enables them to interact directly with the information and access the contents they are looking for.

Well, the service is based on an intersting concept, yet it needs to mature in the offering. Can this offering be enhanced to offer details just by pointing the mobile over the Ad? Can it host interactive polling, commenting and messaging? Looks like its a long way to go!