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 ")

Ubiquiti FrontRow Camera Records Your Life
Why be choosy? Just upload your whole life to the Internet, and be done with it.

SmileCloud Bubloons Are Custom Clouds
'Spurgle kicked at the letter G... It was a monstrous white thing, ten feet thick, half a city block long...' - Alan Nelson, 1953.

Fog Computing (AKA Edge Computing) Ad Hoc Networks
'The tiny devices chirped their impulse codes at one another...' - Vernor Vinge, 1999.

Biggest HiSeas 'Mars Mission' Problem? No Internet
I think sf writers have this covered!

 

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

Nifty New SDS Space Debris Sensor For ISS
'Their radars... could easily pinpoint the debris of the early Space Age.'

NanoRacks Space Station Module Concept Validated
Space junk into space architecture.

Nuclear Drones Could Fly For Years
'I sent my eyes on their rounds and tended my gallery of one hundred-thirty changing pictures...'

SciFiQ Science Fiction Writing Aid
'Books were just a commodity that had to be produced, like jam or bootlaces.'

Robot Only Faster, Not Better, At Recycling
'Whenever a robot finds something it can't identify straight off... it puts whatever it is in the hopper outside your window.'

Poland Starts With 1000 Warmate 'Suicide Drones'
'Royal Security had told the pods to electrocute you or blast you into chum.'

Dream Of Building Your Own Rocket?
Fiorello Bodoni, you inspire all of us.

Zero Mass 'Vaporators' Pull Drinking Water From The Air
Did you think of Star Wars?

Elon Musk Fears A 'Fleet-Wide Hack' Of Autonomous Vehicles
'Khan grinned. 'It's alive! Bu-wahhahahah!''

China Melts Tibetan Permafrost To Plant Forest
'Can you give us a microwave spotlight?'

iFlytek Doctor Robot First To Pass Medical Exams
Doctor shortage? No problem, we'll just use the autodoc.

Slaughterbot AI KIller Quadcopter Drones
'The real border was defended by... a swarm of quasi-independent aerostats.'

Do We Really Want Backflipping Robots?
Also includes wonderful blooper reel.

RNA-Based Biocomputing Device
Living things can sense and analyze complex signals in living cells.

Seasteading Floating Cities
'It was a remarkable island, circular, about half a kilometer in diameter.'

Tesla Semi 'Electrotruck' Unveiled
Elon Musk unveils yet another technological marvel.

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.