Via Google English of the original German:
In the context of the book fair interactive posters will be tested: the illustrated advertising space on the bestsellers list in the mirror can download an extract of the passers-by Bluetooth mobile phone – for two thirds of all mobile phones that will work to date. Behind the pilot project are the Journal of Book Report and outdoor advertising specialist Ströer. The so-called City Light posters are mainly well-attended mass transit stations.
Back in the 1990s, Palm did something like this in New York City. I could point my PDA at an advertisement and have something — demo software or a brochure — beamed over via infrared.
I’ve also seen ads that used Bluetooth for phones too.
This experiment is brilliant.
Think about this: Would you rather point your device (phone, minitablet, reader) at a poster and have instant gratification or deal with a crowded newsstand and having to wade through shelves?
Bookstores aren’t the only endangered species.
Oh, I can see the objections out there: But we can just browse the Internet! This is about getting your attention. That’s what advertising is for. There will always be advertising.