Can local out of home be the next medium to integrate personalized location based targeting from your handheld?

Those of us that need mounds of caffeine to get going in the morning love watching the flat screens broadcasting the day’s news at our local coffee shops.  Typically, the news from the NY times is being shown and every so often a perfectly placed local billboard is run.  What a great placement to capture a consumer who is engaged because they have nothing else to do but wait in line and look up.  But what if we could personalize the ads shown to those of us waiting in line?  Currently, the out of home placements are channel focused.  Buyers can purchase channelized inventory based on location –fitness clubs, in-flight entertainment, coffee shops etc.  But lets take it a step further and enhance the targeting based on your location and your mobile social profile.

Revive the place based BT concept by integrating data from your mobile social profile?  It’s not outlandish to think a Foursquare or Gowalla could team up with an RMG(who provides the flatscreens to the businesses) to tie in a personalized themes to the ads when you “check in”.  Imagine *The Mayor* of the local coffee shop walking in the door, your handheld synchs with a wireless feed from the flatscreen, which then pings the server and pulls an ad which is relevant to the users cookie/profile?  Of course strip out all PII  to keep the users identity secure.  RMG has developed the reach and infrastructure, now it needs the help of one of the leaders in location based mobile networks to make this real.

Marketers are always looking for new and exciting ways to build their brands and move product.  By creating a hyper local targeting environment on the “4^th screen”, advertisers can personalize incentives and deliver relevant ads which will drive ROI.  Unique targeting capabilities and advancements in technology is what will keep a platform relevant and cutting edge.

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