JCDecaux offers airport ad downloads

JCDecaux Airport has unveiled a new Bluetooth technology at its Heathrow Terminal 1 sites ahead of a possible rollout across all BAA airports.

The technology allows mobile phone users to download data from a chip placed in a billboard or poster.

Trials in 2006 were unsuccessful after the technology suffered from a massive influx of mobile signals, which caused problems in the downloading process. But the latest system has been adapted to cope with the large number of active mobile phones in the airport at any one time.

During a 17-day trial campaign in August, 6.6% of passengers in the departure lounge chose to download an ad message from Vodafone when given the option on their phones. The system interacted with 92,000 phones.

JCDecaux Airport will offer Bluetooth technology in any Terminal 1 campaigns. Richard Malton, marketing director, said the service allowed advertisers to "enrich the engagement with their audience".

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