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Smart Signs ‘Listen’ to Radio Stations of Cars, Target Ads

Advertisers now have the opportunity to gather demographic information about passengers in cars as they drive by digital billboards, allowing the advertiser to target ad copy specifically to the preferences of the passenger.

SmartSign Media, headquartered in Sacramento, displays ads on interactive electronic billboards on highways adjacent to shopping malls, writes Media Life. Interactive technology allows advertisers to gather information from the car’s passengers based on what station they are listening to, and the ad message can be changed instantly depending upon the demographic profile of the person who is driving by the sign. The profiles are created using surveys that link radio listeners’ station choices to their income and shopping habits, according to the article.

Signs can offer coupons or other special offers to shoppers as they approach the stores. They can pull pages off the internet and display them on the sign, which provides up-to-the-minute content, and they can ask consumers to respond via text messaging to a question posed on the billboard.
Ads are placed on pylons, and are considered digital signage centers, allowing them to be placed in areas where there may be restrictions on billboards. Eight advertisers can be displayed, in rotation, on a single sign, and advertisers can cherry pick locations or buy the network. SmartSigns are available in Atlanta, Las Vegas, New York City, and 15 California markets.