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.

Billboards are a different story. For the most part, they are still a relic of old-world media, and the best guesses about viewership numbers come from foot traffic counts or highway reports, neither of which guarantees that the people passing by were really looking at the billboard, or that they were the ones sought out.

	Billboards That Look Back	The New York Times	Sat May 31	11
	Billboards That Look Back	The New York Times	Sat May 31	0
	Billboards That Look Back	The New York Times	Sat May 31	1