In this paper we show how pervasive technologies can be employed on a public-display advertisement scenario to enable behavioral self-adaptation of content. We show this through MyAds, a system capable of exploiting pervasive technologies to autonomously adapt the advertisement process to the trends of interests detected among the audience in a venue. After describing the rationale, the architecture and the prototype of MyAds, we describe the advantages brought by the use of such a system, in terms of impact on the audience and economic efficiency. The comparison of MyAds performances with different advertisement selection techniques confirms the validity of our advertisement model, and our prototype in particular, as a means for maximising product awareness in an audience and for enhancing economic efficiency. © 2009 Elsevier B.V. All rights reserved.