DDB client reinvents texting one word at a time

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Sky Television is partnering with text streaming technology Spritz, and is working with DDB to share the new experience with Kiwis.

The mission of the Boston-based start-up is to change the way people read text on screens to make communication faster, easier and more effective.

Spritz technology allows viewers to read text on screens one word at a time without having to move from word to word or around the page. The ‘redicle’, a visual frame designed for faster reading, only requires 13 characters, which is all the human eye can focus on at one time.

Spritz’s fast streaming of text is easier and more comfortable for the reader, especially when reading areas become smaller, such as on mobile screens.

The technology – a first in this country – will be employed in Sky campaigns as the rest of the year unfolds.

“We’re always looking for new and innovative ways to engage with our audience and promote Sky’s incredible content offering,” says Sky Marketing Director Mike Watson.

“We’re excited to put our heads together with DDB, explore the possibilities of Spritz, and develop unique ways to use this new technology online and in the social space.”

CEO and co-founder of Spritz Frank Waldman said: “Since launching in Barcelona there has been huge global interest around the technology, and the teams at Sky Television and DDB have been the first to jump on the technology in New Zealand.

“They’ve got some great ideas up their sleeve and we’re looking forward to seeing these come to life and have Spritz used by a growing audience around the world.

“Stay tuned to see just how SKY and DDB use this technology in the coming months.”

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