_42353727_mobiletv203.jpgRemember the scenes in Minority Report which involved large screen interactive advertising that provided personalised messages specifically tailored to people within their proximity. Well, the world envisioned in 2054 may be a little closer than we thought.

According to this BBC article, Norwegian broadcaster NRK will be conducted a 2 month trial in which banner advertisements will be sent to a customer’s mobile phone while being specifically tailored to them. Rather than actually receiving live TV, NRK customers are provided with streaming video.

“Advertisers see value in people being interested in certain products in a given context,” said Gunnar Garfors, director of development at NRK.

Although not incorporated into this “proof of concept”, it is anticipated that Location-based services will be involved in future applications.

Mr Garfors said: “We know lots about the viewers; we have their phone numbers, their name, sex and where they live.

“We can also determine their presumed interests when we see what they watch or listen to and what times they do it.

And we know where they are geographically because of positioning technology.

“When we put this all together we have a fair amount of relevant information which can give them more relevant advertising material.”

While the trial is a “proof of concept”, Mr Garfors said future developments could see adverts sent to phones dependent on the precise location of the viewer.

Relevance: The participants involved within this trial had to actively register and download software to their mobile phones. To what extent do privacy issues become a concern when the advertisements become more intrusive. Do I want to know about the special at the local fitness centre when I am feeling subconscious about my weight? If they are tailoring this product to the 15-24 year old demographic, they may just accept the advantages of the technology without consideration to the ‘Big Brother’ possibilities.
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