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"Smart" Billboards Debut in Sacramento
k0osh.CEOofCLIT writes "Remember the billboards in "Minority Report" that scanned your eyes and changed the advertisement based on your shopping preferences? The Sacramento Bee reports: "Soon, this sign along the Capital City Freeway will be able to change its message based on what radio stations motorists have tuned in.""Yeah, Chris can't spell. He and Rob should form a club. *grin*
I drive this section of the Cap City freeway quite often (used to be several times a day, now it's a few a week), and I couldn't tell you how many times I've inched past this spot at about 5MPH. So what happens to this thing when you've got six lanes of traffic inching by, and they're all listening to different things?
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Of course, my biggest concern is wrecks. This particular spot is already a popular wreck site, with the Garden highway exit, the CalExpo grounds (location of the yearly state fair and dozens of other big draws), the way too narrow for its capacity American River Bridge and curve, and one of the biggest shopping malls in the region all located off of this short stretch of overcrowded highway. The LAST thing this spot really needs is another visual distraction
There is nothing so pathetic as seeing a beautiful young theory roughed up by a tough gang of facts.
Integration of higher and higher technology into daily life isn't one of my goals, bucko. Making each day better than the one before is, of course, and sometimes technology helps that. But the mere technology for its own sake doesn't improve anything, or the people in server rooms would be the happiest motherfuckers on the planet.
This goes double for advertising technology. The point of a billboard is to make you think about something other than what you're thinking about when you're near it. Improving the ability of people with money to distract me from my life might benefit somebody, but it sure as hell isn't me.
Methinks the billboard company is gilding the lily a bit. Tools to forecast driver consumer preferences already exist, and they're no less accurate than electronically peeking at your radio dial.
Animated boards are expensive. That means the outdoor company will only be putting them in high-traffic locations.
Hundreds of cars might pass the board in a one-minute period. It takes about four seconds to absorb a well-contructed outdoor display. Obviously, the data isn't going to be targeted at individual motorists. It'll be an average of traffic flow over some given period of time.
That makes the radio tuner data much less useful. All the billboards will be doing is determining localized listening preference. I gotta tell ya: it ain't gonna be much different than the Arbitron radio ratings already available to the industry.
Properly programmed radio stations have very predicatable listener compositions. Take a Classic Rock station, for instance: the typical listener will be between 35 and 49 years of age. He is 70% likely to be male. He is about 45% likely to be married.
You can take this further, computing the possibility he has kids and his approximate ages. More importantly, you can interpolate this data against retail databases which qualify the likely incomes and buying habits of people in these demographic cells. There are plenty of industry tools which do this, such as Scarborough Research's databases.
That's how the billboard companies will pitch their clients. They'll merge the radio listening data against something like a Scarborough study and--boom--we can see that a certain number of drivers during a given hour will make a car purchase within the next month. The billboard chooses a Chevy ad. If you know where most of the traffic is heading, you can even tag it with dealer info. Awesome.
But the billboard company really doesn't need the gee-whiz realtime radio snooping. It's a gimmick. Their sellers can already work out the data with existing desktop tools.
Imagine that: hype from advertising execs. Who would have figured?
This is my post. There are many others like it. If you don't like what you read here, go try one of the others.
Great games
Even more incredibly, from the thread you linked to:
Newsgroups: rec.games.video.nintendo, rec.games.video.advocacy, rec.games.video.3do, rec.games.video.atari
Date: 1994-02-20 19:50:41 PST
Oh brother. I remember seeing basically this same post, by this exact same author, a couple years ago before I quit Prodigy and found the 'Net.
You'd think he'd be able to come up with some better material...
Robert
eauu142@rigel.oac.uci.edu
Incredibly, this troll has been working on his thread for *over a decade*, and has spanned three different tech discussion forums (Prodigy, USENET, Slashdot).
BTW, I believe Prodigy was only offered in the United States. So, if we assume that both the Slashdot SG, the USENET SG, and the Prodigy SG are all the same guy, he definitely lives (lived?) in the United States. Still no tack on his age, though I'd still place him as an undergraduate college student in the US.
May we never see th