Out-of-home-displays have become a well-established medium in public advertising. In the future however, the ever more demanding audience will not be satisfied by today’s contents. This paper describes an approach to utilize the human emotional, cognitive and physical state for improving the efficiency of outdoor advertising. The paper starts with a vision of out-of-home media in the year 2034. That followed, we present a concept to use person awareness and adaptive content to better exploit the contact with the passers-by. Finally we describe the design and techniques of our display prototype system.