Some argue that iBeacon has the potential to completely change the way we interact with environments, from retail outlets to museums – and others even claim that it could “change the world forever”. But what makes it so special?

iBeacon is an in-store tracking technology that gives retailers the opportunity to send location-based offers to its customers. But while it's appearing in stores all around the world, it is struggling to make an impact in Germany, where privacy concerns are growing.

Nearly 60% of UK women have a Boots Advantage Card, earning points whenever they stock up on shampoo. Its companion app uses the mass of data collected via the loyalty scheme to display in-store offers tailored to each customer. But is this use of data met with open arms?

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.