Just outside a mall in Malmö is a billboard unlike the thousands of others littered around the city. For 12 years, Sioo Wood Protection will display a mostly-plain panel of planks protected by its SiOO:X product, aiming to provide passersby with visible evidence of the brand’s long-lasting quality.

With attention spans dwindling and long adverts viewed as an inconvenience, big retail brands are now turning to GIFs in an attempt to captivate audiences and appeal to them with lol. By doing so, these brands are boosting their chances of getting people to share their content.

Capcom has launched an interactive YouTube ad for the remake of horror gameResident Evil 2. As digital advertising and storytelling become increasingly sophisticated, people are seeking the ability to drive narratives themselves.

When shopping online or swiping on Tinder, people don’t want distractions. Just 4% of Brits regularly click on online adverts, with 41% never clicking at all. Adblock usage grew 41% in 2015, and over a fifth of adults now actively block ads.