Smart Sign Media to build outdoor digital signage for Simon Malls

Radio Ink is syndicating this blurb about a potential outdoor electronic billboard project with Simon Malls:

MediaPost Publications reports that Smart Sign Media is working with Simon Brand Ventures to provide outdoor digital signage to many of Simon Malls' 300 shopping centers across the United States.

Smart Sign's partnership with Simon will provide exterior signs strategically situated at major thoroughfares adjacent to the malls, specially equipped with technology that will detect FM radio signals from passing motorists. The radio signals will adjust advertising messages to specific consumer demographics. The network will also enable consumers to interact with advertisers to receive promotional offers and coupons via mobile phones.

"These technologies will generate the high-impact effect that we think will clearly differentiate this medium from what is currently available in the outdoor advertising arena," commented Tom Langeland, president of Smart Sign Media.

Considering how much those screens can cost, there must be a pretty healthy budget for this digital signage project. I wonder what kind of ROI Simon expects to get from them...