Bluetooth and the world of advertising. Bloomberg Boot Camp, a report on today's technology. Most mobile phones being sold today are equipped with Bluetooth…wireless technology most often used for those little headsets you see clinging to the ears of people walking or driving by. Now…some advertisers are taking advantage of that wireless link. Dennis Roche is president of Zoom Media…a company that specializes in billboard advertising in places like bars and bowling alleys and such. Many of those signs are now digital LCD screens….and some have started to use a wireless link..

"What's happened is you can put devices in a billboard that can broadcast a message to someone who has a cellphone. The have to make that cell phone accessible, meaning they have to push a button that allows themselves to receive this sort of a message so it's called opt in. It doesn't automatically bother you unless you have a Bluetooth enabled device and that you indicate that you're open to receiving messages. And then your device will give you a choice as to whether you'd like to receive the message and download it or not after you're pinged by the device that's behind the billboard."

Those messages may be things like movie trailers or coupons…

"Obviously people aren't going to download regular advertising to their telephone, there's no reason for them to want to do that. It's going to have to be something that's interesting and unique and that's the challenge for advertisers…is to make something that consumers will actually want to download."

With the signs telling consumers up front…what the wireless message contains. Bloomberg Boot Camp, I'm Fred Fishkin.