The next 12 months will see a revolution in outdoor advertising, starting with adverts tailored to consumers’ mood, according to a report published today by the Centre for Future Studies. 3D outdoor adverts that talk to mobile phones, adapt messages to certain situations, access social network profiles and combine holograms, mood lighting and smells, could all be on our streets by 2012.
The report, based on 21 in-depth interviews with the world’s leading technologists, advertisers and media businesses, concluded a totally new form of advertising, dubbed “Gladvertising” by the report authors, will be one of the first innovations to arrive.