Simply re-purposing TV ads isn't the savvy way to approach digital out-of-home, with its myriad formats and contexts, according to Philip Lenger of Show + Tell. Instead, agencies need to figure out
how to create literally thousands (he threw out the figure 3,000) of different pieces of content, crafted for individual formats and contexts. This isn't quite as daunting as it might sound at first,
however, because "we're not talking about Superbowl production" for each ad -- "You can make a beautiful ad with just some moving text on a static background."