We’re on the verge of a new era in which the Internet becomes pervasive. WiFi, coupled with laptops is the first significant step toward this pervasiveness at home. Over the next decade this will expand into urban areas at large. Although the much mooted “one perfect device” is still a long way away, ultimately all sorts of objects will be seamlessly connected to the Internet; the only limit is imagination.

When this happens, every significant purchase decision - in a “real life” store or online - will be subject to price comparison and product feature comparison, at the point of purchase. Effectively, the Internet will become another element in the in-store media arsenal. As well, the coming together of the Internet and outdoor media will create many new opportunities.