The integration of streaming technologies into smart TVs correlates with the integration of ad serving technologies into the outdoor display market. It’s easy enough to think of displays as passive viewing experiences, but there is ample evidence that they are going to be an integral part of real-world experiences best treated as information surfaces instead of purely as screens. That changes the perception of displays as monitors or TVs into information and interactivity real estate. That’s just a tortuous way of saying that a screen is only good as the experience it provides when blended into everyday life. Digital signage, and to some extend AR and VR, may be what saves brick and mortar retail and ushers a new era of shopping experiences because the retail sector sure needs the help.