It used to be that encountering a digital place-based screen was like coming across a mythical beast – something you had heard of, but never seen yourself. Now you can practically trip over digital screens of every shape and size each time you walk out the door. And it’s no surprise! Digital place-based saves time, money, and opens up new creative opportunities for all the parties involved.

As these screens permeate through every form of media – from roadside billboards and gas pumps, to bank lobbies and shopping malls – it’s only natural that they also begin to permeate our popular culture.

A recent Geico ad featured two co-workers in an elevator that briefly showed a screen that looked suspiciously like one from Captivate Network. Just a few years ago, showing a television screen like that within an elevator, with no other context, would have been baffling to most Americans. Now days, even if you weren’t familiar with Captivate specifically, it wouldn’t be a big leap for you to assume that some elevators have screens like that.

Food Court Wars is a competition show on the Food Network that features two entrepreneurs who are trying to win a prime location within the mall. The show has recently starting using Adspace’s Smart Screens as a challenge reward: The winning team’s ad runs throughout the mall for a month. The show specifically mentions the considerable leg-up this provides since it delivers tens-of-thousands of impressions every day.

How much longer will it be until digital screens are the norm and static billboards are nothing but rare antiques from the past? In an age where toddlers expect every screen they encounter to behave like an iPad, it is not unreasonable to predict that it won’t be long before all out-of-home advertising is digital.