Dec 1, 2007 12:00 PM

Dogs can pick up soundwaves that humans can't hear. And some preoccupied creative individuals are often accused of following the beat of their own drum while everyone else looks on puzzled.

Clear Channel Outdoor's Spectacolor Division recently launched a state-of-the-art, high-definition digital billboard in New York City's Times Square at West 47th Street and Broadway. Among the features is a dedicated audio channel received via mobile phones by dialing a toll-free number.

Plans are under way for the billboard to utilize hypersonic sound technology, making it possible for an outdoor billboard to send audio down to an individual standing in a particular spot, so only that person can hear the signal.

According to Clear Channel, advertisers will have access to a standard feature that is unrivaled by any other billboard in existence today, including Bluetooth downloads, interactive content via short code and Times Square's first free public WiFi Hot Spot.

“Advertisers will benefit from the ability to now create an immersive brand experience with real consumer feedback,” said Harry Coghlan, president of Clear Channel Spectacolor, in a statement.

“Interactive content displayed on Spectacolor HD will allow people to communicate directly with a brand and each other through a Web-based interface that turns people's mobile phones into remote controls.”

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