Last term we ran an interdisciplinary project with our MSc students from computer science and business studies to explore new ways in outdoor advertising. The course was jointly organized by the chairs: Specification of Software Systems, Pervasive Computing and User Interface Engineering, and Marketing and Trade. We were in particular interested what you can do with mobile phones and public displays. It is always surprising how much a group of 10 motivated students can create in 3 months. The group we had this term was extraordinary – over the last weeks they regularly stayed in the evenings longer in the lab than me
The overall task was very open and the students created a concept and than implemented it – as a complete system including backend server, end user client on the mobile phone, and administration interface for advertisers. After the presentation and demos we really started thinking where we can deploy it and who the potential partners would be. The system offers means for implicit and explicit interaction, creates interest profiles, and allows to target adverts to groups with specific interest. Overall such technologies can make advertising more effective for companies (more precisely targeted adverts) and more pleasant for consumers (getting adverts that match personal areas of interest).
PS: one small finding on the side – Bluetooth in its current form is a pain for interaction with public display… but luckily there are other options.