From blog Unwired View:
When traffic is moving fast and drivers have no time to pay attention to billboards, or there’s a dense crowd on the street so you are distracted and less likely to pay attention, the billboard may just blast a huge logo and slogan of the advertiser at you, to catch any peripheral attention it can get. When traffic slows down in a jam, and you are sitting bored at the wheel waiting for a car in front to move the next few meters, grateful for any distraction, the same billboard will give you a detailed information about the service, prices, benefits and stuff.
There are two separate patents. One is “Adaptive roadside billboard system and related methods” and the other is “Adaptive pedestrian billboard system and related methods.”
ReadWriteWeb says the next step is for billboards to begin collecting “more personal information than simply crowd-aggregated data, such as the types of cars being driven,” in order to further customize the advertising experience. But, as the article rightly suggests, that same step “treads on thinner ground in regards to privacy than simply the density and speed of traffic.”