Billboards to Target Advertising Message Based on Radio Station Listenership

I've heard a lot about Tom Langeland and Alaris Media Network. He is offering a new billboard that will change message (video and text) partly based on what radio station a car has tuned in. The technology will try to deduce the most heavily listened to station at any given time, match that with known demographics from Media Audit for the station, and then change the advertising message based upon those demos.

This is the same technology that car dealers use to find out what stations are listened to when customers test drive cars so that the dealers can then advertise on those stations.

I'm not sure how targeted you can really get with outdoor advertising. Almost every possible demographic is on the road at any given moment and trying to slice that audience up will be difficult. Afterall, outdoor is more of a mass reach vehicle then a targeted one. Maybe this is a step in the direction to change that. At the minimum it is a step ahead for the tired outdoor advertising medium.

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