Recently there’s been a growth in high profile outdoor advertising campaigns using interactive ‘data dispenser’ posters in bus stops, tube stations and other high-traffic areas, including campaigns offering ringtones or video clips, via bluetooth or infrared forColdplay, Gorillaz and Range Rover. Utilising technology offered by companies like Hypertag, Maiden Outdoor and Filter Worldwide, this marks a significant shift as major agencies begin to understand the value of mobile content. The Coldplay campaign apparently had a take-up of about 15% out of 87,000 bluetooth enabled handsets detected.

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