Bits & Bytes
SOFTWARE THAT LETS ADVERTISERS `DRIVE BY' THEIR BILLBOARD SITES
While some advertisers are wrestling with how they will get their messages to the public on the forthcoming Information Superhighway, one pitchman has figured out a high-tech way to sell advertising on conventional highways. His idea: "drive-by" software that simulates how a billboard will look by the side of the road.
Right now, the only way an advertiser can check out how a billboard would look at a certain location is by going to the site and imagining. But using a modem and software developed by Britain's Key Systems Ltd., James P. McAndrew, president of Matthew Outdoor Advertising Inc., can bring the billboard to clients' computer screens. By filming the location from a passing car and then digitizing the video clip--along with the actual ad--the program lets clients see just how their design will look at the location of their choice. McAndrew plans to offer his "drive-bys" to media buyers interested in locations in and around New York by June.EDITED BY IRA SAGER