Is it too soon to sound the death knell for the 2D paper billboard? Perhaps not, but its successor is already here. Interactive digital screens are sprouting up all over towns and cities, in public areas and shopping malls, to inform, entertain and, of course, promote. Whatever product or service a company or organization wants to advertise, Italian audiovisual specialist M-Cube SpA has the appropriate solution. Its expertise covers everything from in-store music to interactive display screens and the apps to go with them. Founded in 2001, the company has developed in tandem with a technology that still has a long way to go.