Billboards That Know You by Name

Each day, it seems, marketers go further in their quest to deliver messages so engaging and personalized that one cannot help feeling special. The latest step will be seen today in four cities when Mini USA begins delivering custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.

A sign in San Francisco, starting Monday, identifies approaching Mini Cooper drivers by using a signal from a radio chip embedded in their key fobs