Billboards That Look Back
In advertising these days, the brass ring goes to those who can measure everything — how many people see a particular advertisement, when they see it, who they are. All of that is easy on the Internet, and getting easier in television and print.
Quividi’s technology has been used in Ikea stores in Europe and McDonald’s restaurants in Singapore, but it has just come to the United States. Another Quividi billboard is in a Philadelphia commuter station with an advertisement for the Philadelphia Soul, an indoor football team. The Philadelphia billboard was installed by Motomedia, a London-based company that converts retail and street space into advertisements. It installed the A&E billboard in association with Pearl Media, a Butler, N.J., company.
“I think a big part of why it’s accepted is that people don’t know about it,” said Lee Tien, senior staff attorney for the Electronic Frontier Foundation, a civil liberties group.