An article in the IHT looks at how outdoor-advertising company JCDecaux is developing the media space it owns to offer brands interactive experiences.

When participating users are near an active advertisement – it could be part of a billboard or a bus shelter poster – their phones will automatically receive a notice that a digital file can be downloaded. The information could range from a ring tone or short video to a discount voucher.

“If mobile phones near a sign say that the majority of people are Chinese, the sign will show information in Chinese,” Banâtre said, adding that such a system would require registrations much like the ad system. “Those who do not speak Chinese will receive the same information in their phone via SMS message in their own language.”

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