CBS to Stream Bluetooth Ads via Billboards
According to a WSJ.com report, starting next month, CBS will replace five static billboards in New York City’s Grand Central Terminal with smart billboards that can send video to any Bluetooth-enabled mobile device within about 36 feet. CBS will use the technology to send the millions of Grand Central commuters and rail travelers 30-second promotional clips of four new primetime CBS shows, plus CBS staple CSI: Crime Scene Investigation. With the click of their phone, users can download the clip and watch it, save it for later, or send it to their friends.
The billboards use technology developed by Kameleon Technologies, which revealed its technology earlier this year at the 3GSM conference in Barcelona. Other proposed applications of the technology include its use in movie marquees to provide movie information and virtual coupons, and in bus shelter billboards to provide additional information on advertised products. The CBS outdoor campaign is a trial to determine how such ads will perform in U.S. markets.
In January, U.K. television station Channel 4 implemented a similar system that let users download and watch mini-documentaries through subway posters to promote its FourDocs online documentary video channel. This past April, Absolut Vodka also displayed a billboard in New York’s SoHo district that let passersby download a free Lenny Kravitz song via Bluetooth.
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