London’s ‘smart bins’ are tracking passerbys by identifying their smartphones’ wi-fi connections. The scheme is currently being trialled around Cheapside, with the intention is sell this information to brands to create targeted advertisements. However, with the technology in its infancy there are still unanswered questions over the legality of the scheme.
Renew, the startup that build and sell the pod-like recycling bins, first installed them in the run-up to the 2012 Olympics . They currently have 200 units spread across the City of London equipped with wi-fi and LCD screens. Advertisers then buy time on the screens, with local councils and charities receiving “up to a third” of the screentime.
With each unit costing £30,000 to build and install and costing around half a million in maintenance costs over Renew’s 21-year contact, the bins are no small investment. However, these expenses are balanced out by the quality of the advertising space.
Broadcasting to ‘affluent AB professionals’ almost without competition, the bins can even offer live-updates to the displayed content. The decision to track individuals and offer targeted advertisement is a logical progression for the company. Full story...
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Renew, the startup that build and sell the pod-like recycling bins, first installed them in the run-up to the 2012 Olympics . They currently have 200 units spread across the City of London equipped with wi-fi and LCD screens. Advertisers then buy time on the screens, with local councils and charities receiving “up to a third” of the screentime.
With each unit costing £30,000 to build and install and costing around half a million in maintenance costs over Renew’s 21-year contact, the bins are no small investment. However, these expenses are balanced out by the quality of the advertising space.
Broadcasting to ‘affluent AB professionals’ almost without competition, the bins can even offer live-updates to the displayed content. The decision to track individuals and offer targeted advertisement is a logical progression for the company. Full story...
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