These are fundamental questions that marketers and media professionals are asking themselves today. This applies equally to outdoor advertising and all other media. Communication channels are intertwined. Messages reach us through various screens and platforms. The number of views and impressions becomes less important than the quality of interaction.

New technologies are being experimented with in outdoor advertising. They are meant to enable one-to-one communication. They are supposed to make advertisements appear in the right context, at the right time of day. Digital screens, beacons, Wi-Fi, NFC, facial recognition, geotargeting... The vision of the future we know from movies is becoming a reality before our eyes.

In "Blade Runner" - a 1982 film - we can see Los Angeles AD 2019. What stands out is the deluge of advertising messages. They are too loud. They are constantly talking to us. In such noise, how can an advertiser ensure a return on investment? On building facades, we see gigantic digital screens. Exactly such screens, and even better quality ones, already dominate the centers of large cities today.

"Size matters in Times Square," said Harry Coghlan, president of Clear Channel Outdoor New York, when launching the world's largest and most technologically advanced LED screen in November. Breaking through the clutter in Times Square is expensive. A monthly exposure costs 2.5 million dollars. The first advertiser on these over 2000 m² is Google – a company that until recently did not advertise at all, and its CEO Eric Schmidt once said that brand advertising is the last bastion of inexplicable expenses in corporate America.

Such a large billboard can move one to tears. Lady Gaga reportedly burst into tears when she saw a gigantic H&M advertisement with her photo in Times Square. "It was so big, I couldn't believe it was really happening. It was timeless," the artist said.

Source: http://www.buzzfeed.com/

They approach the topic differently in London. Architect Zaha Hadid received a commission from JCDecaux to design a structure that would combine architecture with outdoor advertising. Something was created that can be called an architectural object, or a sculpture that also functions as an advertising medium. This structure will be equipped with an LED screen, which, in addition to advertising messages, will also present works by local artists and information regarding public transport. The unusual form is intended to attract attention, arouse interest, and build positive associations. The question arises whether the unusual form of the object or the advertising content will attract attention?

Sources: http://www.dezeen.com/