Smart Signs

So we already made the societal transition to smartphones... luckily I was able to upgrade from the Env2 this past week to my first Droid (so I don't have to just pretend to be a part of the in-crowd anymore), and we often find ourselves wondering at what point technological advancements will hit a peak. Who knows what's coming next. Has anyone checked out the new phones that Sony is releasing to Verizon? Apparently it gives gamers the opportunity to play Playstation ALL of the time. [http://www.thetechherald.com/article.php/201052/6625/Report-Sony-s-PlayStation-smartphone-heading-for-spring-launch] ... Take a quick peak at that, and then let's see how long it takes for middle and high school principles to ban these new phones from the schools...

But as far as SMART devices go, the level of sophistication is mirroring almost sci-fi concepts. Advertisers and marketers alike are reaching new levels of consumer understanding as they are extracting information not necessarily voluntarily contributed by individuals. RFID technology, the Radio Frequency Identification, has made its progression to the signage industry to offer concentrated efforts of advertising. MINI USA, a division of the company that manufactures the Mini Cooper, has launched a campaign for personal billboard messages for those Mini Cooper purchasers that opt in to the program. Here's a quick clip on how the expected usage of the RFID technology operates from billboard displays to consumer views:
                            
When a MINI owner with such a key fob comes within range of a Motorboard, the LED readout displays a customized, often humorous, message that might relate to the owner's profession, name, or roof design. Examples: "Nice roof graphic, Rocket!" to an owner with a car nicknamed Rocket, or "Moving at the speed of justice!" to a lawyer. "These boards feature an ever-changing array of unique, personal, playful and unexpected messages targeted to and triggered by MINI owners," reads the announcement from MINI USA. See photos here. When no key fob is within range, the Motorboards display standard MINI advertising content. 

Pretty wild, huh? This can open up a gateway for marketers to attack as dynamic advertising can allow highly personalized messages to substantially influence consumer behavior. Messages, products, and even company displays in general can be cycled through endlessly depending on the demographics of those driving by with RFID devices. The effectiveness of the marketing will be unmistakable, but perhaps something to consider should be the safety of motorists as well. Perhaps the reactionary driving to personalized messages can be too much of a distraction for some and potentially promote a dangerous spike in traffic accidents. This young venture, as interesting as it is, is in the mere infant stages of its true potential. It will be interesting to monitor the development of the technology as well as the usage and implementation on a national scale. As this evolution takes place, however, keep your eyes on the road and just do your best to avoid the marketing influences directed 100% for you.