Last but not least: small talk from billboards
In the science fiction story Minority Report, passers-by are incessantly texted by billboard advertisements. Thanks to the Cologne-based outdoor advertising company Ströer, this vision is no longer too far away: billboards in ten German cities are now available for dialog.
In the science fiction story Minority Report, passers-by are incessantly texted by billboard advertisements. Thanks to the Cologne-based outdoor advertising company Ströer, this vision is no longer too far away: billboards in ten German cities are now available for dialog.
Personalized messages are to be sent to passers-by in advance from billboards in waiting areas. The billboards transmit advertising to registered cell phones via Bluetooth - cooperation with the consumer is therefore a prerequisite. As soon as a cell phone with activated Bluetooth is within range, the user is asked whether they would like to receive the advertising message. If they decline, the billboard will no longer send messages to this number. The billboard can transmit images, coupons, videos, games, ringtones or text messages. Advertisers pay an extra 50 euros per site per day - as well as an unspecified service fee, according to a Handelsblatt report.
The Mini car brand also relies on personalized advertising and uses radio frequency identification (RFID) to personally address passing drivers in four American cities. The Mini driver is identified via a chip in the key fob. As soon as he drives past, the panel changes from regular advertising to a personalized message that remains for a few seconds. The experiment has brought data protectionists and traffic experts onto the scene. Data protectionists have long had RFID technology in their sights because they fear that RFID could be used to create profiles of consumer behavior. Traffic experts warn that drivers could be distracted by this advertising and cause accidents. They are just as offended by the messages on the boards, as these often refer to driving habits that were previously explored in questionnaires. Speeding drivers, for example, read: "There are bends so they can be cut. "
Personalized messages are to be sent to passers-by in advance from billboards in waiting areas. The billboards transmit advertising to registered cell phones via Bluetooth - cooperation with the consumer is therefore a prerequisite. As soon as a cell phone with activated Bluetooth is within range, the user is asked whether they would like to receive the advertising message. If they decline, the billboard will no longer send messages to this number. The billboard can transmit images, coupons, videos, games, ringtones or text messages. Advertisers pay an extra 50 euros per site per day - as well as an unspecified service fee, according to a Handelsblatt report.
The Mini car brand also relies on personalized advertising and uses radio frequency identification (RFID) to personally address passing drivers in four American cities. The Mini driver is identified via a chip in the key fob. As soon as he drives past, the panel changes from regular advertising to a personalized message that remains for a few seconds. The experiment has brought data protectionists and traffic experts onto the scene. Data protectionists have long had RFID technology in their sights because they fear that RFID could be used to create profiles of consumer behavior. Traffic experts warn that drivers could be distracted by this advertising and cause accidents. They are just as offended by the messages on the boards, as these often refer to driving habits that were previously explored in questionnaires. Speeding drivers, for example, read: "There are bends so they can be cut. "
