Traditional Goes Digital?

There are those that say, when it comes to change, adapt or become obsolete. With advertising spending shifting towards digital, specifically mobile, What will become of the more traditional methods of sending a message?Billboards it seems, are adapting. This video highlights an "out-of-home"campaign for M&C Saatchi that "adapts" based on user engagement. The audience response is gauged by a camera inside of the ad housing. Components of the ads that do not garner significant response are removed from circulation, while those that do well are re-worked and expanded upon throughout the duration of the campaign.The company will use the most successful pieces to determine their final messaging for the campaign.

Billboards in the UK have designed to change messaging depending on the density of traffic. When traffic is flowing quickly, the ads feature a simple images to tempt the fast-moving drivers, but as the roads become more congested, and the audience has more time to read, more copy is added with a strong call-to-action. And around the corner? Technology is being developed to allow billboards to detect the type of car you drive and project messages based on the demographics associated with the specific make and model of that car. How do you feel about these advancements in "traditional" advertising? Is there a point where customization becomes too intrusive?