If this catches on, it will dramatically affect the way to buy advertising. No more heavy schedules that hit consumers over the head three-plus times per week. Be somewhere at all times. Big clarification here - don't confuse the idea of reaching your audience one time with running only one spot or one ad. That would definitely limit the number of people who see your message and leave out a whole chunk of potential customers.
Variety is the key.
Instead of running heavy schedules on two or three vehicles at a time, spread it around. Run on one medium but at different times of the day, or in different sections. Spreading the message around increases the chance to be seen without hitting the same consumers over and over again. I want to own the media for a few weeks. Unfortunately, the impact didn't last long, sales fell, and he had no budget left to support his message for the rest of the year.