"Outdoor: It's not a medium, It's an extra large"
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Its new... its blue... its Bluecasting a permanent network of Bluetooth-enabled poster sites have been set up on the London Undergound. For the first time, tube users will be able to download content on to their mobiles using Bluetooth devices housed in interactive poster sites across the Tube network. The areas covered include Zone 1 and Victoria, Euston, Waterloo, Liverpool Street, Charing Cross and Kings Cross.Several outdoor suppliers have installed Bluetooth technology into 6-Sheet poster sites in and around London Underground stations. Using a double opt-in facility to ensure all content is actively requested, commuters in the vicinity of a Bluetooth site will be able to download and watch the documentaries on their mobile handset. |
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What is BlueCasting? BlueCasting is the leading Proximity Marketing System developed and patented by Filter UK. It is designed to deliver content to the increasing number of Bluetooth-enabled mobile devices such as mobile phones, personal digital assistants and portable computers. |
What content is delivered? BlueCasting can deliver a wide range of content such as still images, animated images, WAP decks, audio clips, video clips and vCal/vCard events. |
How fast is it? Since the content is delivered directly from our BlueCast servers to the consumer’s device without the need for a mobile network we can achieve transfer speeds in the 20k to 50k per second range, making it 10x faster than GPRS and 4x faster than 3G in real-world usage. |
What’s the range? Currently each BlueCast server can cover a radius of around 70 to 100 meters depending on the installation environment. In many cases it is better to have more servers with shorter range to allow more accurate targeting. |
Who has used it? BlueCasting has been used by many of today’s leading brands including British Airways, Volvo, Nokia, Coldplay, Range Rover and Carling. |
What about "spam"? BlueCasting requires the consumer to make their Bluetooth "discoverable" in order to receive a communication and to be in-range of the BlueCast server. If at any time the consumer refuses a transmission then we opt them out. Our system has been ratified by the IPA as conforming to the EU Privacy Directive. |
How big is the audience? Depending on the target audience we are now looking at Bluetooth penetration of around 30% to 40%. In previous BlueCasting campaigns response rates trend from 4% uptake [ambient] to 43% [targeted]. |