Welcome to the new, new thing. Some say it’s the new television or radio. Some say it is the new out-of-home experience. Others call it the new way to experience a brand.

There is certainly no shortage of steroid-injected, turbo-charged descriptions for this amazing, revolutionary technology. So, just what is this radical disrupter, this global game-changer that we’re talking about here?

Ladies and gentlemen, drum roll, please! It’s the humble cereal carton, a can of soda, a box of washing powder.