Inc.: Advertising, once a "black art with a murky ROI," has become much more valuable, thanks largely to the Internet. The Web's ability to track which ads are clicked has forced advertising professionals to rethink the traditional ad model, and interactive displays hold a world of promise. They're not limited to giant plasma units, either — consider the small displays popping up in office building elevators. "Bloomingdale's could boost sales 5 percent if it put up an ad for a one-day sweater sale in my building at lunchtime," says one ad agency executive. "Everyone in the elevator will see it because they're desperate to not have to look at anyone else."
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