Digital out-of-home (OOH) media has seen significant innovation with the integration of technologies like facial recognition, live data feeds, geolocation, and social media integration, creating more engaging and interactive advertisements. Examples include campaigns by Ocean and JCDecaux, which have utilized cutting-edge technology to deliver real-time updates and context-sensitive content. As the hardware and network infrastructures improve, there is immense potential for the use of real-time technologies and internet-connected sensors to further enhance these experiences. This could involve mobile phones acting as sensors to interact with digital OOH screens, allowing for immersive and interactive experiences. Ideas such as using phones to engage with games or activities displayed on OOH screens illustrate the potential for creative applications. The continued development of large screens that can project different images to individuals based on their location opens up opportunities for multiple viewers to interact simultaneously, driving further innovation in the digital OOH space.