Link: Ogilvy.com.
"Many spaces that people walk or drive past during the course of a day are considered static or limited in terms of their ability to communicate to customers. But the interactive opportunities brought about by wireless technology and encrypted data transfer are changing this. Direct response mechanisms can be built into previously static advertising spaces. The billboard in a train station or at a roadside that the commuter passes each morning and night now has the connectivity to "talk" to the commuter's mobile phone and even make a sales offer to that phone.
"It is like having a new toy. People are stopping to photograph the ads. It is a treat for the tech-curious and for the poet in all of us."
"By looking at Tokyo, we can get a glimpse of what is in store for other early-adopting cities around the world. The clear trend is that almost any object, machine or advertising space can prompt a reaction from the consumer. This is the promise of the wireless digital revolution."
