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.
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 |
you like to contribute a story tip?
Get the URL of the story, and the related sf author, and add
Comment/Join discussion ( 1 )
Related News Stories -
Sonitus Audio Interface Positioned Beyond The Noise
'... an instrument having relatively small bit pieces adapted to be gripped between the teeth.' - Hugo Gernsback, 1923.
FlexPai Foldable Phone By Royole
'...A paper thin polycarbon screen unfurled.' - William Gibson, 1986.
BrainNet Social Network Of Brains
'I used my implant to tell MILLIE what we wanted and she took care of it' - Pournelle and Niven, 1981.
Messaging Extraterrestrial Intelligence (METI) Workshop
SF writers have thought about this since the 19th century.
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.
Spicy Tomatoes Created With Genetic Engineering
How about mashed potatoes and brown gravy?
Driverless Hotel Rooms Predicted In 1828
'Did you never see a moving house before?'
Yandex Self-Driving Taxi Is Very Smooth
'The big car was slowing down, its computer brain sensing an exit ahead.'
Shrimp Actually Made Of Algae Is A New Wave Food
Bring in that crop algae.
Cosplay Style Wings Could Work On Moon
'They're lovely! - titanalloy struts as light and strong as bird-bones...'
Tesla Model 3 Has Outside Speaker Grille
Robert Heinlein does it again.
Arizona Luddites Attack Self-Driving Vehicles
'Trucks don't drive by themselves...' Or do they?
Organaut! Russians 3D Print Living Tissue In Space
'For a while your colonists will have to come up [to orbit] to the Hospital...'
WINE Spacecraft To Extract Water From Asteroids
'Yes, strangely enough there was still sufficient water beneath the surface of Vesta.'
Japanese Swordsmiths Take On Asteroids
'... a tiny, rocket-powered projectile, drove towards the mysterious bulk.'
Saturn's Rings To Vanish, Let's Mine Them While We Can
'...the valuable shards of what had once been satellites.'
Humans Could Take Up A LOT Less Space
We'd have a lot more room for gardening...
Implosion Fabrication Shrinks 3D Objects To Nanoscale
'Carter had watched miniaturization a hundred times...'
GMO Houseplant Cleans Your Air
Removes compounds too small to be captured by a HEPA filter.
Nova Meat Can 3D Print Your Dinner
Printing out chicken nuggets.
MIT Scientists Create 'Peek-a-Boo Prober' From Jetsons
Well, George, it's the latest thing.
More SF in the News Stories
More Beyond Technovelgy science news stories