If you happen to live in London, Croydon or Redbridge you will notice
that, by October, strategically placed interactive touchscreen kiosks
bearing the BT logo will have started to appear.
The kiosks will give out local information, as well as news and sport
updates (see box) via a multimedia PC with video playback. The on-screen
service will be free, but there will be a nominal charge for printing.
There will be 250 kiosks by the end of October, and 5000 nationally by
the end of 1997. BT plans to spend over pounds 600,000 on launching the
kiosks, using local poster sites, press and radio.
Advertisers will be able to use the medium to print off discount
vouchers and other promotional material.
To take part in the 250-kiosk test advertisers will be charged pounds
10,000 for one month, pounds 20,000 for three months and pounds 30,000
for six months.
So far, BT has signed up advertisers for its entertainment, news and
sport sections but it is still on the hunt for advertisers for the other
Kiosks will be located in high pedestrian traffic areas, such as rail
and underground stations, hotels, tourist spots and motorway service
Andrew Canter, head of TV buying at Young & Rubicam, says the medium is
an ideal opportunity for advertisers. ‘You get as close as possible to
the point of sale. The maps provide directional advertising for fast
food and high-street outlets.’
Information provided by Young & Rubicam
* Entertainment/What’s on guide
* Street guides
* Offers and promotions
* Shopping information
* News headlines
* Sports headlines
* Local information