The beauty of digital outdoor is that it is not static. It is moving, update-able and directional. According to Flasma their floor embedded digital screens have increased footfall in the Plaza shopping centre in Oxford street by 28% on last year. Given the fact that nearly 70% of brand purchase decisions are made at the point of sale it makes perfect sense to give people the right nudge just when they are outside the store. A 'world first' in digital media are the new DEP's (Digital Esclator Panels) in Tottenham Court Road where 33 digital screens are linked to provide all sorts of moving image adverts. This allows showing ads that not only relevant in their content and location e.g. latest shows in the Dominion Theatre but ads that change depending on the time of day or day of the week.