Building a brand is a long-term process and if done correctly, the results will come in the long term, says Tomáš Tiefenbach, director of Lurity.

The worst advertising is one that no one will notice. Either it does not have a creative idea, it is badly placed, or it is "crossed" by others, which easily becomes especially static advertising. It has to face the disinterest and inattention of people offline, while online it adds to the growing effort of users to block ads.

Tomáš Tiefenbach, CEO of Lurity, tries to solve this problem by combining the best of both worlds. It places digital screens in very busy places, adding the ability for advertisers to display dynamic content that can be deployed and distributed very quickly.

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