OVN CEO and President Craig Presser doesn’t mince words about the possibilities of this new advertising strategy. “It’s an exploding market, not even an emerging market,” he says. “Whether you’re in casual or quick-service, you’re going to see place-based media on screens.”

“I absolutely think this can work in a quick-service market,” Tippets says. “In McDonald’s, Arby’s, Wendy’s, Quiznos, or Subway the same things happen. I walk in and stare at the menuboard, and you’ve got a chance to influence me with upsell opportunities. You can introduce me to a new menu item I might not have seen, and the franchise owner also has a chance to share in revenue,” Tippets says.