And all buildings have the final say over the creative work laid down. They're really in control.

It's kind of one of those things that ebbs and flows.

Advertisers are really trying to get the attention of consumers who are bombarded with so many different impressions from everywhere.

The role that it's played in campaigns is trying to create a unique impression.

What we've done is combined them with some sort of backlit campaign. You want to use the cling advertisements on the floor to complement what's on the board.