Number plates - the next advertising platform? Really?
This has to be bullshit baffles-brains-territory, surely? A US firm called Smart Plate is developing an electronic number plate that would scroll adverts while a car is stopped in traffic. What's more, the government is considering a bill to allow further research into the move, introduced by politicians in California in a desperate bid to raise more taxes.
The idea is that the vehicle would display a digital number plate while in motion, which would be replaced by a scrolling set of adverts for businesses when the vehicle stops for longer than four seconds. Drivers would be able to play media mogul and choose the adverts their plate displays, and receive rewards in return.
Smart Plate's chief executive attempted to wriggle out of the association with advertising completely, by stating: "The idea is not to turn a motorist's vehicle into a mobile billboard, but rather to create a platform for motorists to show their support for existing good working organisations."
Reports of Ronald McDonald casing banks before the big job would no doubt skyrocket, but that aside - you've already got a CD player, a radio, an MP3 player, Sat Nav, widget-filled dashboards and people want you to start taking in driving test-style advertising by eyeballing number plates? How about looking at the road ahead and what's on it? It'll never happen. Back to The Fifth Element with your futuristic bullshit, the lot of you.