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

A 'Genuine Nanorobotic Production Factory'
'Microscopic machinery, smaller than ants, smaller than pins, working energetically, purposefully - constructing something...'

Neuromorphic Computer Offers Non-von Neumann Architecture
Fires faster than brain at 1/10K energy.

Evorus Your Crowd-Powered Conversational Assistant
'...the DS [Daily Schedule] was suddenly transformed into a valued confidante.'

Mealworms Food Of The Future
Get your grubs on.

Alibaba's AI May Read Better Than You
'Mike ... could accept other languages and was doing technical translating - and reading endlessly.'

Musk's Boring Flamethrower
'Skeletons in tatters. Burned by a flesh gun'

Humanity Star LEO Advertisement?
'Everyone has noticed those enormous advertisements...'

Nissan ProPILOT Slippers Are Self-Parking, Autonomous
Beyond science and fiction.

Atomristors - Atomic Memristors - Using Thin Nanomaterials
'I could almost feel those little tunnel junction neuristors working, forming their own interconnections as I operated it.'

Bigelow Prepares Inflatable Lunar Hotel
'Suddenly, hitherto unheard-of sums of money became available for investment in civilian orbital stations.'

Drunk Driver Of Tesla Claims Autopilot Was In Charge
'Mr. Garden, you are in no condition to drive.'

Medical Exoskeleton From Cyberdyne Gets FDA Approval
It's been a long road for HAL-5; I started writing about it in 2005.

Fungi-Infused Concrete Repairs Itself
'I noticed that curious mottled knots were forming, indicating where the room had been strained and healed faultily.'

Shiftwear Display Shoes
'He unlaced her shoe and glanced at its readout.'

NASA SEXTANT First With X-Ray Nav In Space
'You need at least four beacons for an accurate fix.'

GM Introduces Cruise AV With No Steering Wheel
'How about the steering wheel?' ... 'I do not need one.'

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.