In a splintered media landscape – where we’re flitting from device to device, bombarded by 360 ads a day – Out of Home advertising remains a constant. After all, you can’t skip a billboard. But that doesn’t mean people like them, either. So what does the future hold for the billboard?

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.

To celebrate its dedication to music, Beck’s has launched “the world’s first playable poster”. Combining graphic design, technology and interactivity, the street poster allows people to play and remix music with a simple tap on the app, and download the track afterwards.

According to research, goldfish now officially have longer attention spans than humans. But is it really that simple? Canvas8 sits down with Faris Yakob, author ofPaid Attention: Innovative Advertising for a Digital Worldto discuss how human attention is changing and why it’s so important.