February 20, 2008 Massachusetts company, Locamoda, debuts its Wiffiti Play video

(NECN) - Locamoda, a Cambridge, Massachusetts-based company, debuted its technology Wednesday amid the flashing lights of New York's Time Square.

Locamoda lets cell phone users send messages and pictures to video screens displayed in public gathering places. Companies then send advertisements to captive viewers.

Locamoda says it is on the cutting edge of the emerging $7 billion market for out-of-home Internet advertising. Its product, the Wiffiti stands for wireless graffiti. It merges the growing popularity of digital signage - the Internet and cell phones. The combination brings in web outdoors in a big way.

Wiffiti can also give consumers information - calling posted numbers on the screen triggers interaction with the website that then shows various fashion designs. The screen can be displayed inside a store window to entice customers.

Executives say interactive screens better capture one's attention. Accompanying advertisements might then attract more eyeballs and better measure those watching. The ads can also be creatively worked into a screen.

The Wiffiti does have its naysayers. Some don't like the lack of face-to-face communication while others say it appeals only to younger generations.

NECN's Mont Fennel has more.