Ad messages are being beamed right at your ears thanks to a new tool developed by Holosonic Research Labs, reports the Boston Globe.

The device, described as an "audio spotlight," uses focused beams of sound to broadcast a low-volume message directly at someone. The devices are already being used by marketers in Europe and are currently being tested by retailer in the U.S.

By breaking away from visual ads, the technology hopes to reach the listener in a new and interesting way that breaks through the ad clutter. Specifically the messages could be shot at people as they're shopping in a particular department to encourage them to buy a certain product.

The technology allows for greater micro-targeting than traditional in-store announcements that blare throughout the entire store. A company called TechnoMedia is using the audio technology and pairing it with LCD screens in stores, selling 15 spots in various grocery store aisles.