In a splintered media landscape – where we’re flitting from device to device, bombarded by 360 ads a day – Out of Home advertising remains a constant. After all, you can’t skip a billboard. But that doesn’t mean people like them, either. So what does the future hold for the billboard?

Given that we’re exposed to an average of 360 ads every day, innovation is key to engaging and communicating with audiences. ActionAid’s latest campaign demonstrates this with a weather-reactive billboard in central London that conveys an important message about the environment.

With everyone's attention held by smartphones, static print billboards aren't enough to persuade people to look up. So brands like Beck's are creating immersive, interactive and intriguing ads – like the world's first 'playable poster' that shows the brand's dedication to music.

Alice in Wonderland saw a young girl fall down a rabbit hole into a world full of magic and Mad Hatters. Disney’s big screen sequel, Through The Looking Glass, further explores the world where nothing is quite as it seems – and the film’s promotion was executed with the same attitude.