Promotional targeting that can be held in your hands

Two weeks ago , a new line of HP printers directly related to the Internet was announced . Let me remind you that the new models (both for corporate customers and later for home users) will have their own unique email address where they can receive print jobs from anywhere at the request of the owner.

And now it was announced the launch of a pilot project of a new advertising network in collaboration with Yahoo. According to the idea of ​​the project, advertising will be printed on documents that will be delivered to the user through the printer according to a predetermined schedule. For example, a person will be able to subscribe to printouts of news items from the world of cars or the crossword section of a favorite newspaper.


The highlight of this method of delivering advertising will be very accurate, in theory, geo-targeting. Based on the user's IP address (that is, his Internet access point), it will be possible to highlight offers from advertisers located near his home.
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The first studies on focus groups showed that such advertising does not irritate the recipient. The developers believe that the matter is in the ingrained habit of the person to advertising everywhere.

Of course, this new resurrection of the good old paper press is still far from widespread success. But you can already fantasize over the details. Who will pay for ink overruns to print advertising banners? How to overcome the restriction of the audience within the framework of the buyers of new models of HP printers and subscribers of Yahoo-friendly services? How soon will an ad blocker embedded in the printer’s firmware (including those based on WebOS) be written? There are many questions, but the answers to them promise to be interesting.