I have viewed some pretty wild patent apps before, and some of them were flippin ingenious, so I was taken aback at how simple and straightforward RIM's new patent apps are. The patent applications are called “Adaptive roadside billboard system and related methods” and “Adaptive pedestrian billboard system and related methods”. Advertisers using billboards have always tried to find the perfect balance between how long their intended audience has to read the billboards, and how much info they can cram onto it.
Changing the information density based on how much time the target audience has to read the ad, is one of the best ways to capture attention. If your bookin at 70 mph, you don't care if the Micky D's at the next exit has a newspaper museum in the back room. You want two things, left or right at the exit, and how far. But slow your ride down to 15 mph (Hey, I think every kid in that school bus just flipped me off!), and you may be interested in a bit more info. The kids are stressed out. Does it have a playground? My wallet could use a break. Any specials going on?
Now, its hard to determine if RIM has a keen interest in this, they aren't an advertising company after all, or if they are just covering an idea with a patent. Either way, these are a couple of brilliant ideas.