In stark contrast to online advertising campaigns, advertisement in the urban space has lost attention and seems to be stuck in the Gutenberg era. The emergence of hybrid urban spaces, however, allows for novel possibilities to bring back customers' attention and interest. In this publication we review current interactive advertisement campaigns, investigate the use of implicit (age, gender, location) and explicit (2D and 3D gestures) interactions of the user to adjust the ad, and discuss novel questions and responsibilities that are driven by these new advertisement formats. To evaluate different aspects on the behavior and acceptability of such novel kind of advertisement we have built a prototypical system and put it into a shopping mall. The conducted user study includes 98 random visitors of the mall who have first tested the system and then filled out a questionnaire.