Also by using the “pinch” and “stretch” finger gestures on the iPhone, consumers will be able to zoom in or out of the object displayed on the screen.

I know that it is a shame that this is currently limited to iPhone owners but according to Clusta this technology can be developed to work across all smart phones. It will be interesting to hear over the coming weeks what the take-up and interest is like in this type of advertising in London where it is to be put to trial. At the moment I feel being able to zoom in on a product, spinning it around and changing the colour would be very useful if say you were looking at an advert for a new trainer where you can get a total 3D perspective and change colour options. But, unless the technology becomes more intelligent to give the user a more engaging experience this could just become a gimmick.

What are your thoughts? Do you think this idea will take off?