Chinatown Now. Adapt Media of Boston, Massachusetts, has offered location-driven electronic signs atop New York taxicabs since 2000. Its AdRunner electronic billboards allow advertisers to change their messages on the fly, as well as take advantage of GPS to customize campaigns. "The draw of GPS is huge and considered as our top advantage versus traditional media," said Gilad Hefetz, Chief Technology Officer of Adapt Media. "We can increase the effectiveness of the advertiser's campaign with a targeted and customized message. Advertisers can target their audience in a specific city zone or in a well-defined 'hot spot'." A financial institution might advertise in the downtown zone, while a software company would advertise its product around a convention center. A recent Fox network campaign changed the language of its message so that it appeared in Chinese in Chinatown and Spanish in Spanish Harlem

http://www.gpsworld.com/gpsworld/article/articleDetail.jsp?id=406778