Kameraflage – advertising through a viewfinder

By Rob Dunn
Contributing Writer, [GAS]

You’re at the museum, looking at a painting inside of a glass case. You raise your camera phone du jour to take a picture and you see an advertisement for a website appearing above the painting in your display! You look past your phone at the painting again – there’s nothing but the artwork. What is going on?

Welcome to the world of ‘Kameraflage‘, a technology that displays text or other media only through a digital viewfinder, unseen by the naked eye.

No special software or additional technology is required on the part of the cell phone user…so, Kameraflage’s user base exists right now.

Currently proposed applications include Kameraflage cinema, billboard, and fashion.

Kameraflage embraces utilizing digital imaging devices in cinema environments, referring to potential income for the venue, production company, etc., via integrated advertisements. They state that they understand that all DRM securing techniques “can and will be circumvented”.

Cinema interactive

Really, wouldn’t it be easy to just include an overlay that covers the entire screen when recorded by a camera?

Also just as interesting is the Kameraflage fashion application – the website has this to say:

kameraflageTM allows for a new level of expression for those who are required to wear a uniform. Students at private schools and employees of chain-stores will be able to express themselves to their cameraphone toting peers. Will entities that seek to enforce dress-codes be able to combat this technology? Because it is only perceptible within the confines of mediated reality (cyberspace), yet exists in physical-reality, any attempt to control this form of expression will result in forcing people to discuss this decidedly modern grey-area.

Most schools have video surveillance now, so would this really be as “underground” as they state?

Since everything and everyone seems to have a digital camera of some sort today, the implications of this technology are far reaching. Think of it – kamerflage could put a new twist on scavenger hunts, personal belongings (for insurance purposes), DRM – even though the website says it isn’t focusing on this aspect, and of course, viral advertising…

Do you think this type of advertising is subversive?

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5 Responses to Kameraflage – advertising through a viewfinder

  1. I think this is a really cool and innovative use of technology. I don't really have a problem with it. The owners or originators of the content being photographed whether movies, art, or whatever should have the right to advertise to any digital capture device. Or at least that's how I see it.

    This would be a great blog promotional technique as well. :) Just wear clothing that has this embedded and anywhere you are photographed you've got your blog address in the pic. I guess the family might get a little irritated with it, but I could see a great use for public events like trade shows and whatnot.

  2. I think this is a really cool and innovative use of technology. I don’t really have a problem with it. The owners or originators of the content being photographed whether movies, art, or whatever should have the right to advertise to any digital capture device. Or at least that’s how I see it.

    This would be a great blog promotional technique as well. :) Just wear clothing that has this embedded and anywhere you are photographed you’ve got your blog address in the pic. I guess the family might get a little irritated with it, but I could see a great use for public events like trade shows and whatnot.

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  4. Interesting technology. I'm wondering about the type of information that is transferred or referenced between the cell phone user and the provider of this technology. Personally, I think the cell phone should be prompted before any advertising is displayed on his/her cell phone.

  5. Interesting technology. I’m wondering about the type of information that is transferred or referenced between the cell phone user and the provider of this technology. Personally, I think the cell phone should be prompted before any advertising is displayed on his/her cell phone.