The medium is the message

Microsoft has partnered with Activated Content, to whom it's licensing its audio watermarketing technology, reports ClickZ.

When installed on mobile devices, Microsoft's software can find information embedded within any sort of audio file. It can then connect that device to the website for the ad or find further information about it.

The deal solves a problem for Activated Content, which has had trouble scaling its software for mobile use.

A spokesperson for Activated Content says their goal is to make insertion dynamic, allowing advertisers to change their hidden messages at a moment's notice to promote specific sales or other spur-of-the-moment information.

Right now there are no buyers for the software but the firm says it has signed deals with a number of media producers such as radio and cable operators.