The digital media industry is developing the next generation of customer engagement technologies with the arrival of Interactive Digital Displays and Signage (IDDS). Along with the prolific adoption of mobility, next generation technologies such as Near Field Communication (NFC), Kinect and Transparent LCD are combining to revolutionise the consumer interaction and buying experience with the use of street deployed IDDS. While previous advertising innovations may have had little impact on the CIO, in contrast, IDDS will have far greater impact on the CIO than the internet or its e-Commerce by-product ever did.