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.

People are retreating into digital bubbles, spending less time interacting with the world around them. Hoping to capture their attention through their devices, brands likeBillboardare sounding out the rules of engagement in this personal space.

As experiences – 'memorable events that engage people in inherently personal ways' – become the predominant economic offering, what are the implications for businesses and organisations?

Is there a future for local newspapers, or are location-aware services and social media fulfilling the role once occupied by these cosy institutions? Digital expert Toby Kay reads between the lines.