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Smell-e-vision the next online ad app?

Scent infusion seems poised to waft its way into the marketing and programming space in the near future, and the possibilities it opens up for kids properties are definitely intriguing. And Culver City, California-based Scenttv.tv is looking to establish an early foothold in the market-in-the-making. The company opened up an e-store this spring, offering marketing services that revolve around infusing online experiences such as movies, games, music videos, educational programs and user-generated profile pages and blogs with specific smells.
June 1, 2007

Scent infusion seems poised to waft its way into the marketing and programming space in the near future, and the possibilities it opens up for kids properties are definitely intriguing. And Culver City, California-based Scenttv.tv is looking to establish an early foothold in the market-in-the-making. The company opened up an e-store this spring, offering marketing services that revolve around infusing online experiences such as movies, games, music videos, educational programs and user-generated profile pages and blogs with specific smells.

Subscribers who fork over US$17.95 a month will receive a device called the ScentDome, which hooks up to computers and emits smells. Every 60 days, a new cartridge will arrive in the mail containing a plethora of new scents that correspond with the 60-day ads Scenttv sells. Obviously, reach is everything on the web, and building up to a point when the ScentDome is as ubiquitous as speakers or webcams will be a challenge. The company’s COO, Bernadetta Anderson, is hoping to steadily build the subscriber base on the strength of Scenttv’s proprietary content.

There’s already some kids fare on the site, including a show about a missing gingerbread boy and a learning show where kids can unlock smells associated with words like ‘cherry’ by spelling them correctly.

Scent-infused ads and broadcasts may not infiltrate mainstream online ads or streaming content anytime soon, but Anderson says she’s already fielded calls from gaming companies interested in the smell of…what else, burning rubber.

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