A system and method of presenting “one-to-one” advertising within a parking spot and a corresponding parking block display device is presented. The system and method comprise an illuminated advertisement message displayed and directed toward an associated vehicle parking spot, wherein the message comprises indicia corresponding to and tailored toward an intended recipient expected to park a vehicle in the vehicle parking spot. Moreover, the display device may be in the form of a parking block or wheel stop and, in at least one embodiment, includes a housing structured to define an at least partially hollow interior portion. The display device may further comprise an illumination assembly structured and positioned so as to direct a path of light to the exterior of the housing at least partially through one or more display members bearing the message or advertisement.