Thanks to the internet, deep market and behavior analysis has become a mandatory factor in spending your ad budget.  Traditionally, print, TV and billboard advertising has lacked this feedback loop.

Regan National Advertising is attempting to prove the effectiveness of billboard advertising, by running these billboards and then re-surveying residents from these areas.  

Interestingly, only 1.3% of randomly surveyed residents were able to correctly answer the question, "What was the first word spoken on the moon?"  Regan believes that after running these billboards, another random survey will prove a higher percentage of correct answers, while a control city will remain the same.

If a higher percentage of people answer correctly, Regan can leverage its findings to re-ignite the billboard advertising market.

I've seen these billboards all over Salt Lake City lately.  They were brought to my attention by my business partner, Tyson Quick.

Read more about this clever experiment that helps add tangible metrics to an advertising medium with a traditionally fuzzy ROI.