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.

In March 2015, a little-known boutique music streaming service became the most talked about thing in the music press. Jay Z’s acquisition and relaunch of Tidal was met with ambivalence at best, ridicule at worst. Yet beyond the uproar, Tidal provides clues about how people like their music.

For Arcade Fire's latest music video, the viewer's smartphone is linked to their computer via webcam, transforming it into a visual effects controller: from echo trails to halos, wireframes and reflections. It's open source, so users can alter the web code, too.