Remember that movie minority report which had Tom Cruise using his hands on a crazy “screen” that seemed to just appear out of mid air? Well that technology is still pretty far away, however, the uber personalized ads in the movie, that knew the user’s identity when they walked in a store and knew what the person might be interested in, are coming closer to reality, thanks to two companies, Gimbal and NanoLumens.
NanoLumens creates screens that you see in physical advertising out in the world, and Gimbal provides some hardware in this new technology. Instead of being triggered by just your physical presence, the ads can be triggered by the presence of your smartphone. Some possible applications are greeting VIP members by name when they enter a store, changing ads daily by aggregating the preferences of the people in the area, and brand retargeting, meaning a brand you have already come into contact with in the social sphere could try to advertise to you again to really hit the message home.
The service can go both ways. The hardware “beacons” on the ads could also trigger your smartphone, sending coupons or other offers right to you while you’re in the store.
In Minority Report this technology, which mixes digital and out of home advertising, was primarily presented as kind of dystopian and creepy. However, modern marketers think this technology will actually be helpful in keeping customers more satisfied. What do you think?
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