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Sales Marketing
Bringing sales marketing news from around Berkshire |
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Targeted Advertising Moves a Step Closer
There’s a scene in the 2002 film ‘Minority Report’ where Tom Cruise’s character walks into a shopping mall and is immediately met with an electronic billboard which welcomes him by name then proceeds to tell him about the latest products or services which he may be interested in – all tailored to suit his preferences and profile. Although the film is set in 2054 it seems this kind of technology could actually be closer than we think.
A US firm called SmartSign Media have developed a system which allows advertisers to target passing car drivers with electronic digital billboard adverts designed to appeal to their specific preferences. How does it work, and how does the billboard know which ads will appeal to the driver?
It seems the billboard’s sensors gather information about the driver according to the radio station he or she happens to be listening to at the time. The electronic advertisement can be changed in an instant to something that will appeal to the typical demographic profile of that radio station’s listeners. These profiles take into account such elements as age range and income bracket of the typical listener.
The company claim their billboards can determine, for example, whether the driver is a beer drinker or not and even decide which brand they are likely to choose – it can then switch to the ad for their preferred product. The billboards can also include an interactive component which allows the driver to text a number in order to receive a free coupon.
Getting back to the ‘Minority Report’ comparison for a second, apparently SmartSign report that the signs located immediately outside shopping malls have yielded particularly good results for their retail and department store clients…
www.businessinberkshire.co.uk/salesmarketing
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