JP Decaux
Sometime in the next few weeks, French [JP Decaux] billboards will be able to speak to your mobile phone – but only with your permission.

People with certain kinds of phones who download a special software program and say they want to participate will receive digital advertising when the phone is near the billboards.

It is the latest twist in the budding niche of mobile marketing, wherein the cellphone becomes a conduit not just for communications but also for commerce.

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.

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(via Pasta & Vinegar)