Van Wagner Communications, the largest operator of billboards in New York, has begun to retrofit most of its boards
with stainless steel aprons and digital time and temperature devices.

Dubbed "The Van Wagner Standard," the retrofit will roll out this summer in the outdoor company's Boston and
Chicago markets, followed by Los Angeles.

"People are creatures of habit. We believe they'll start to look up to see the time and temperature and enhance viewership
for the ad," said Van Wagner CEO Richard Schaps. Added Steve Ridley, CEO of Kinetic, "It's a baby step toward interactivity.
These are some very simple services people react to. But I don't know if they'll be able to monetize it in their rates."