BluScreen Minority Report Ads

BluScreen, an interactive advertising technology that identifies passers-by using their Bluetooth-enabled cellphones, is being tested at the school of Electronics and Computer Science at Southampton University in the UK.


(BluScreen prototype)

At the school, the system will chose from different announcements about school events and scheduling. Once out in the real world, the system will present advertisements tailored to individuals.

The BluScreen system has a unique way of determining the ad shown; it holds a microsecond auction in which different advertisers can see the characteristics of the person and then bid on showing an ad. The "winner" of the auction selects the advertisement and pays accordingly.

Obviously, passers-by must have Bluetooth turned on, and profile information marked as available. Participants could influence ad content by the content of their profile.

Developers of the system are interested in having sensors in other parts of the building to build a profile of each individual, to better present them with information (ads) that are relevant to their recent experiences.

If you enjoy dense marketspeak, contemplate this weighty fragment from the BluScreen site:

Within a ubiquitous environment, market-based approaches can be used to select the most appropriate material for a public display, depending on factors such as the audience's preferences and diversity of interest. Likewise, strategies used by agents to compete for customer attention should strive to be rational, based on contextual observations of user-preferences within the local environment, and should include a reward mechanism based on audience responses. Ubiquitous devices such as bluetooth-enabled mobile phones, can be used to uniquely identify and detect the presence of individuals within a localised environment, without the need for deploying bespoke hardware.


(John Anderton bombarded by personalized advertisements)

If you want to understand this in a more entertainment-oriented setting, take a look at the personalized graphic advertisements from the 2002 movie Minority Report, directed by Steven Spielberg. The film, derived from the story Minority Report by science fiction writer Philip K. Dick, is set some years into the future. It also presents specific ads on screens to individuals after positive identification of the individual has been made.

It appears that the advertising machine is determined to implement this idea in real life. Another experiment similar to this one was conducted in France earlier this year; see French Billboards Call Your Cellphone for more information. For a look at other science-fictional technologies being implemented in the ad world, take a look at Ad Saturation Approaches 100 Percent. Find out more about BluScreen.

Scroll down for more stories in the same category. (Story submitted 9/13/2006)

Follow this kind of news @Technovelgy.

| Email | RSS | Blog It | Stumble | del.icio.us | Digg | Reddit |

Would you like to contribute a story tip? It's easy:
Get the URL of the story, and the related sf author, and add it here.

Comment/Join discussion ( 1 )

Related News Stories - (" Communication ")

I Want My 1928 Telestereo Hologram Now
'Instantly there appeared standing upon the disk, the image of a man...' - Edmond Hamilton, 1928.

Realistic Translation With The Waverly Labs Ambassador
'The speech patterns you actually hear decode the brainwave matrix which has been fed into your mind by your Babel fish.' - By Douglas Adams, 1979.

Soli Gesture Tech Will Be In Google Pixel 4
'I enjoy watching this way, but - He waved his hand and the circuit switched abruptly.' - Philip K Dick, 1955.

Lost Language Meanings Found By Machine Learning
'The autopilot would need data before it could begin a translation...' - Larry Niven, 1970.

 

Google
  Web TechNovelgy.com   

Technovelgy (that's tech-novel-gee!) is devoted to the creative science inventions and ideas of sf authors. Look for the Invention Category that interests you, the Glossary, the Invention Timeline, or see what's New.

 

 

 

 

 

Current News

TytoCare Offers Futuristic Home Care
'Immediately an enormous apparatus fell on to her out of the ceiling...'

Powdered Regolith Propulsion
'... filling their great tanks with the finely divided dust which the ionic rockets would spit out in electrified jets.'

Ford's SafeCap, Opposite Of Niven and Barnes' Napcap
'In the napcap a client became an instant yoga master...'

Would You Get 'Chipped'? Michigan May Ban Employers
'Employees above a certain level were implanted with advanced microprocessors...'

Tesla Autopilot: What Does An Autonomous Car See When It Looks At The Road?
'Jeremiah is a sports-model to begin with and that kind is awfully hot-tempered.'

DNA Controls Swarms Of Molecular Robots
'They exist in loose swarms...'

Tether Asteroids To Save Us All
'If anything can glue the asteroids back into the planet they once were, magnology will do it.'

Blaux Your Personal Commuter Cooling Unit
A cooling unit had to be strapped to every commuter's back, by law.

3D Printed Damascus Steel Now Possible
'...lined with durite, that strange close-packed laboratory product.'

R9X Hellfire Missile With Long Blades Kills Queda Leader
'He was still roaring when the knife missile flicked past him...'

Would You Swallow An Origami Robot?
'Swallow it in an emergency--it goes down easily and works just as well inside as outside.'

Perhaps You Might Be Interested In Habitable Exoplanet Moon Real Estate
A long time ago in a galaxy far, far away...

Blurry Face Photos Made 60 Times Sharper
Perfect tool for blade runners.

SpaceX Will Build Floating Spaceports!
'...a single perfectly level platform, which rose so high above the water that it was not splashed by the waves.'

Fast Radio Bursts And Space Beacons For Interstellar Navigation
'Every beacon has a code signal as part of its radiation...'

Robot Garbage Trucks Visualized
'It was a bulky, shining cylinder over twenty metres long.'

More SF in the News Stories

More Beyond Technovelgy science news stories

Home | Glossary | Invention Timeline | Category | New | Contact Us | FAQ | Advertise |
Technovelgy.com - where science meets fiction™

Copyright© Technovelgy LLC; all rights reserved.