Unless you’re on two wheels or own a Smart car, parallel parking in the city can be a nightmare. But, in Germany, a new billboard is guiding drivers expertly into their spots. Created for Fiat by ad agency Leo Burnett, the poster has made parallel parking a whole lot easier.

Billboards are getting smarter as brands integrate interactive features into their adverts. But often the most effective adverts don't require a passerby to do anything but look at them. This was the thinking behind a Women's Aid's billboard campaign depicting a bruised woman.

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.

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?