Who's offering it: Kameleon just signed a deal to provide technology to Viacom outdoor in the U.S., but there are several other technology providers in the global Bluetooth market, including Hypertag, WideRay and BlueCasting. "Imagine a subway poster being the conduit to a 30-second ad," said Jodi Senese, exec VP-marketing, Viacom Outdoor.
How it's been used: U.K. agency Filter launched a Bluetooth campaign in London train stations for Coldplay's "X&Y" album. Video screens asked travelers to initiate their Bluetooth discoverable mode to receive song clips. At Heathrow airport, Volvo promoted its "Life On Board" documentaries in the business lounges, urging passengers to switch on Bluetooth in order to receive video trailers.
What the buyers say: "Adding Bluetooth to out of home is like the birth of a new medium," said Jack Sullivan, senior VP-media director, Starcom USA, Chicago.
The big what if: Not every cellphone can receive Bluetooth signals. Kameleon estimates only about 14% of U.S. phones are Bluetooth-enabled and Internet ready. It expects that number will rise to about 30% in the next year and a half. Additionally, marketers will have to create incentives for consumers to turn on their cellphone's Bluetooth capabilities and receive the signals.