Interactive point-of-sale (POS) advertising encompasses all communication techniques that allow interaction with customers in stores. Basic forms of interactive POS advertising involve triggering actions as soon as a customer passes nearby (such as playing videos, scents, sounds, or movements). More advanced interactive POS advertising offers possibilities for real interaction through touchscreens or motion detection. The most sophisticated interactive POS devices even integrate augmented reality. A concrete example of interactive POS advertising is floor projection.