Amid the digital revolution, outdoor advertising has remained stubbornly resistant to change.
Electronic billboards can display video and occasionally run tweets or Facebook comments from fans, but they don't react dynamically in the same way as online and mobile advertising.
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With an install base by the end of the year in the millions, outdoor advertisers will have the license to try out some more interactive advertising.
Imagine a billboard that dispenses coupons or one that shows different ads depending on who walks by.
Or perhaps there wouldn't be a billboard at all — just a small device transmitting offers to your phone.