1. A computer system estimating a demographic characteristics profile of consumers in the vicinity of a publicly located advertising device, wherein said advertising device is configured to communicate advertising messages to a plurality of consumers within the vicinity of said advertising device, said system comprising: a memory; a processor configured to: identify a physical address of an advertising device; identify one or more census demographics characteristics associated with a first geographic area, the first geographic area associated with said physical address and store said census demographics characteristics associated with the first geographic area as a first demographics profile in said memory; identify a second geographic area a predetermined distance from said physical address; identify one or more census demographics characteristics associated with said second geographic area and store said census demographics characteristics associated with said second geographic area as a second demographics profile in said memory; and combine said first demographics profile and said second demographics profile into a combined demographics profile; wherein the combination is a weighted average of the first and the second demographics profiles, wherein the weighting factor is not equal to one.