The Craziest Thing at CES Could Change OOH Advertising

Personalized airport signage may soon be a reality

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LAS VEGAS—Delta Airlines may have just introduced the future of out-of-home advertising. At this year’s Consumer Electronics Show, Delta CEO Ed Bastian unveiled what the airline is calling Parallel Reality, a digital screen that gives airport travelers a custom, tailored message when they’re standing in front of it, including greetings, boarding times and departure gate in any language.

Created by the tech startup Misapplied Sciences in 2014, this was the first time the screens were made public.

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