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What is SONAD technology?


SONAD technology (SONAD-tech), and the mobile SONAD app (SONAD-app) using it, provide a new way for distributing information, digital content, and non-interrupting actionable advertisements in various formats, including text, video, pictures, or links by using imperceptible to humans audio barcodes. The audio barcodes carried in the broadcasts’ traditional audio tracks link them to relevant information and data, including the information residing on the Internet. All this accompanying information is conveniently structured and placed on the screens of users’ phones, in real time by using highly functional and elegant screen design.

What problem in broadcast advertising SONAD is designed to solve?


Advertisements or any other informational messages traditionally aired over radio, television or public address systems have limited effectiveness: they do not leave lasting impression in peoples' minds and are stressful for listeners trying to remember phone numbers, long email addresses or any other important information needed for an immediate response or consequent use. In addition, such advertisements are disruptive and annoying to consumers diminishing their enjoyment of the programs.


In more technical terms, traditional broadcasting is a single-stream flow of information such as audio produced by a talk show host or news anchor, a video, movie, concert, or lecture, etc., each one transmitted as a single channel information stream – video or audio. The receptors of that flow of information are the individual’s ears and eyes, as personal digital devices such as smartphones or electronic pads are not engaged. This traditional mode of broadcasting exists today as it did decades ago, with only minor qualitative improvements of the video/audio material. In other words, powerful digital technologies have not even scratched the surface of the traditional format of broadcasting.

How does SONAD technology solve this problem?


SONAD enables delivery of information, contextualized digital content, and advertisements directly to consumers' phones – concurrently, in real time, and in coordinated synchronization with broadcasts – without interrupting the flow of broadcasts.

How is SONAD different and better than existing broadcast methods in delivering information and advertisements?


SONAD uses imperceptible sound-based audio barcodes to deliver information, digital content and advertisements to consumers that remains on their phones indefinitely. In contrast, the traditional broadcast advertising is disruptive, annoys the consumers, and leaves with them no lasting impression or information. This is wasteful of resources: financial, human, and energy.

Problems with current practices in broadcast advertising?


Present-day advertisements delivered to consumers via internet or WiFi are as disruptive as traditional broadcast advertising. In the majority of cases, they are delivered without any synchronization with the activities of the consumers, and are negatively received by them.


In response to consumers' displeasure, the marketplace developed myriads of software gadgets blocking internet and WiFi-based advertisements. The consequence – 1) generally unhappy consumers and 2) advertisers receiving reduced return on their investment.

What does SONAD-tech offer and what are the benefits it delivers?


SONAD-tech enriches the format of traditional broadcasting, including advertising, by augmenting it with the unlimited information residing on the internet. All this information, including textual, video, graphics, and sound, is made available to the listener or viewer seamlessly, in real time and contextualized with any program – radio, TV, public address system, live or pre-recorded, or delivered via internet.


SONAD-tech will bring enormous benefits both to broadcasters and content producers, including advertisers, as well as to the public audience and individual consumers.

At the receiving end, a user equipped with a smartphone or tablet will be able to freely select the most desirable auxiliary content-related information from the multiple types and internet sources offered by the SONAD-app, thus enriching his/her individual experience.


On the broadcaster/producer side, SONAD-tech will provide a broad range of opportunities to discover the audience’s likes and preferences to the programs or advertisements as well as their delivery formats and content in an entertaining and natural interactive environment. That will allow the producers to adjust their programs in response to the quantifiable preferences of the listeners and viewers, making their job more satisfying and the business of their sponsors more cost-effective.


The audience, in its turn, will experience broadcast programs not in a traditional, one-way linear format, but in an enriched, customizable environment. Every member of the audience will create her own unique, custom-made show by choosing what she wants to see or read from the menu of multiple real-time contextualized channels displayed on the smartphone.

How the people would use SONAD-app?


An individual user (consumer) equipped with a smartphone or electronic pad will be able to receive content-related information from any broadcast or advertisement without interrupting the flow of the broadcast by using SONAD-app. All this information, including textual, video, graphics, and sound, is made available to the used seamlessly, in real time and contextualized with any program – radio, TV, public address system, live or pre-recorded, or delivered via internet.


The SONAD-tech makes advertising less disruptive and annoying to consumers and thus enhances their enjoyment of any broadcasts, programs, and other materials transmitted over traditional audio tracks.


For a commercial user (broadcaster, producer, advertiser), SONAD-app will allow to discover the audience’s preferences in their programs or advertisements, effectiveness of the delivery formats and content, and attribution. These data will allow the producers to modify their programs in response to the quantifiable preferences of the listeners and viewers, making their business more enjoyable to the consumers, and more cost-effective.

Are there any other uses for SONAD-tech?


SONAD-tech can be used to provide information in emergency situations for users in malls, stores, shopping plazas, or sporting events. In can also be used for information exchange at conferences and trade shows, and in lecture halls and classrooms, providing an non-interrupting flow of information, inaudibly but contextualized, and in real time.

What are SONAD’s possible areas of application?


SONAD technology employed in SONAD mobile app available for iPhones and Android devices can be used in many areas of personal and social life, both at home and in the public domain such as education, business, entertainment, social, transportation, and advertising. Specific areas of application include:


1. Education and Science

        a. Classrooms and lecture halls

        b. Conferences

2. Business

        a. Radio/TV

        b. Malls and stores

        c. Trade shows

        d. Health Care (Hospitals/offices/walk-ins)

        e. Information exchange

3. Entertainment

        a. Sport arenas

        b. Radio shows

        c. TV Shows

        d. Live entertainment, concerts

        e. Shows, movies, video

        f. Podcasts

4. Social

        a. Public gatherings

        b. Political campaigns

        c. Rallies

5. Transportation

6. Advertising

What is the current status of the SONAD-app?


Two versions of the app are available in the Apple App Store for iPhones and in the Google Play store for Android devices. SONAD-app is free. SONAD just started real-world testing and preparations are being made for its consequent deployment in the advertising and digital information marketplace. A pilot testing of the app in commercial market and educational environment by the Stony Brook University’s College of Business is starting during the spring semester of 2019.

SONAD motto?


Distributing information, digital content, and advertisements by sound. SOUNDLESSLY.


Or in a longer format: Distribution of information and digital content on any audio-based broadcasting platform by using SONAD’s audio barcode technology.

What are the company’s long-term goals?


Two overarching goals are

• Augment, and eventually replace the traditional linear broadcast advertising and programming by non-interrupting advertising and program flow super-charged by contextualized digital information.

• Modernize the format of DELIVERY of traditional broadcast digital information and advertisements.

And what is the strategy to reach those goals?


• Introduce SONAD-app to general public through colleges – population most receptive to hi-tech. SONAD-app offers intriguing possibility for enriching the classroom professor-student information exchange: tests and quizzes, contextualized lecture info support, POC data.

• Identify and conduct SONAD-app testing for major brands, products, and services by working with advertisers interested in exploring alternatives to traditional broadcast advertising and promotions.

• Work with the digital content providers – text, audio, video.

What is you vision for advertising of the future?


In two words: Non-interrupting Advertising. Deliver non-interrupting ads to willing, and thus happy consumers. ALL ads give promotions and great rewards. Advertisers that can choose SONAD-app cannot offer the consumers much more incentives than usual. The distinction here is that the main reward will be the happiness of uninterrupted enjoyment of the programs people watch/listen to. Turning SONAD-app on, reviewing ads at their leisure, and sometimes clicking on the links and accepting the offers is their "payment" to advertisers, and to SONAD for that uninterrupted happiness. That's my vision of the future of advertisement, perhaps unreachable tomorrow: it will take time as with all new technologies.


Non-interrupting advertising will benefit public, making advertisement cheaper and less intrusive: provide advertisements to WILLING customers looking at the ads at their leisure, not when they enjoy programs. At the same time, the producers and broadcasters will have more air time for content programming.


Using SONAD-app will reduce ad clutter and enable customers to focus on what truly matters to them: the program content and exclusive, personalized deals.





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