Getting messages to consumers is becoming increasingly difficult each day. Consumers are constantly bombarded with messages on a daily basis and have learned to tune out messages that do not apply to them. Not only is this difficult for brands to have their message heard, it is also a huge waste of money to repeat the same message to an audience that doesn’t care about what your brand has to say. Brands are beginning to take advertising to the next step by creating messages that are personal for consumers.

Immersive Labs, a tech company located in New York City, were the first to introduce a new advertising tool called a smart billboard. The billboard is created to change the advertisement it is displaying depending on the person who is looking at it and how many people of a particular demographic are in the area. It gets this information by looking at Twitter feeds, Foursquare check-ins, and being completely aware of its surroundings. Billboards like this are changing the way marketers advertise completely!

Imagine, knowing exactly where your target audience is located at any given time of day. This allows you to tweak your ad to appeal to that group of people, which allows for effective marketing and a better chance of your message getting across. Or it gives you the opportunity to decide whether or not advertising in a particular area is a good idea for your brand.

There are some who believe that this type of advertising is extremely creepy, while others think it is innovative and gives marketers the chance to really tell who’s watching; and where. Whatever you may think, this tool is the next big thing in advertising and many big companies like Sony and Coca-Cola have already taken a liking to this idea.