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Billboards That Know You
By JENNIFER BARRIOS
Published: December 14, 2003
Does it sometimes seem as if the billboards you pass on your daily commute are targeted to appeal to people exactly like you? Well, depending on where you drive, it could be that the billboards are listening in on your car radio as you drive past. Using a specially equipped dish manufactured by Mobiltrak, a Phoenix company, advertisers are now able to detect which radio stations drivers are listening to and then alter the messages on their electronic billboards to match the demographic that clusters around those stations.
There are only a handful of these responsive signs in operation so far. Smart Sign Media, based in Sacramento, is using Mobiltrak technology on five billboards in California. One is near Future Ford, a car-and-truck dealership off I-80 in Roseville, Calif. Using the information collected by the Mobiltrak device, Future Ford knows that on weekdays that stretch of I-80 carries a lot of drivers who listen to country-and-western stations, so that's when the dealership advertises the Ford F-150, a popular pickup truck. Evening drivers, Mobiltrak has found, are more apt to listen to talk radio and adult contemporary, so they see ads for Tauruses and Escorts.
Mobiltrak's technology relies on a little-known fact about car radios: they don't just receive signals; they also emit them. A car radio tunes to a particular station by mixing the signal from the ether with its own internally generated signal. It's that faint internal signal that the Mobiltrak dish picks up.
Right now, the device works something like a Nielsen survey -- it picks up a sampling of passing radios and then calculates patterns of listenership. But the technology is improving, and the targeting is getting faster. Mobiltrak plans to introduce a digital version next year, and when it does, the billboards will be able to react nearly instantly to the demographic patterns of drivers in the area, switching the ads it displays to target drivers ever more precisely.
By JENNIFER BARRIOS
Published: December 14, 2003
Does it sometimes seem as if the billboards you pass on your daily commute are targeted to appeal to people exactly like you? Well, depending on where you drive, it could be that the billboards are listening in on your car radio as you drive past. Using a specially equipped dish manufactured by Mobiltrak, a Phoenix company, advertisers are now able to detect which radio stations drivers are listening to and then alter the messages on their electronic billboards to match the demographic that clusters around those stations.
There are only a handful of these responsive signs in operation so far. Smart Sign Media, based in Sacramento, is using Mobiltrak technology on five billboards in California. One is near Future Ford, a car-and-truck dealership off I-80 in Roseville, Calif. Using the information collected by the Mobiltrak device, Future Ford knows that on weekdays that stretch of I-80 carries a lot of drivers who listen to country-and-western stations, so that's when the dealership advertises the Ford F-150, a popular pickup truck. Evening drivers, Mobiltrak has found, are more apt to listen to talk radio and adult contemporary, so they see ads for Tauruses and Escorts.
Mobiltrak's technology relies on a little-known fact about car radios: they don't just receive signals; they also emit them. A car radio tunes to a particular station by mixing the signal from the ether with its own internally generated signal. It's that faint internal signal that the Mobiltrak dish picks up.
Right now, the device works something like a Nielsen survey -- it picks up a sampling of passing radios and then calculates patterns of listenership. But the technology is improving, and the targeting is getting faster. Mobiltrak plans to introduce a digital version next year, and when it does, the billboards will be able to react nearly instantly to the demographic patterns of drivers in the area, switching the ads it displays to target drivers ever more precisely.
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