Taking a cue from the internet, where ads are finely aimed at web surfers, technology companies are working with consumer brand companies to create varied spots based on audience demographics, changes in weather, sales goals or the programming that surrounds them, the New York Times reports.

This Sunday, for example, Wendy's will be running ads during National Football League games that feature animated raccoons giving instant feedback on the action.

The fast food chain already tested targeted local ads in October, serving ads based on the weather in Hartford and Pittsburgh-- TV viewers saw ads for Frostys when the temperature was above 60 degrees and chili when it was colder.

"This is where the future's going," Chris Boothe, president of Starcom USA, told the Times. "We think that everything's going toward more customization. It's making sure that the message to the consumer is happening at exactly the time it is relevant."

Wendy's Chief Marketing Officer Ian Rowden told the Times he hopes the company's ads -- which will run at the start of commercial breaks during the Tampa Bay at Cleveland, Chicago at Detroit, New Orleans at the New York Giants and Arizona at San Francisco games on Sunday -- will surprise viewers.