What if the medium conveying the message … billboards, digital signage, your television … could actually analyze YOU, your gender, your age, how long you stay focused, and instantaneously serve up messaging intended to specifically capture your interest? Imagine removing the clutter so that what you see and hear peaks your curiosity and leaves you wanting to hear more or, better yet, take action. Imagine actually watching the ads instead of using commercial time for bathroom breaks and snack runs? Sound unlikely? This is direct marketing and it is more important than ever.