What is the scope of Screen Display Advertising in US & UK ?

Anecdotally, screen display advertising is very expensive in the USA. It is not an appropriate channel for most businesses. And it's often seen as a little bit predatory. Evidence in seeing screens shows that none are able to sell all the advertising space they have available, and that they have limited effectiveness. There are numerous more cost-effective options for most businesses to consider when advertising.

While I understand the appeal for the screen owners, most simply charge too much money. And the presence of the screens is resented by consumers. They often appear in places where there's no escape (elevators, gasoline pumps, checkout lanes, etc.). This can make the ads less effective because a negative experience is associated with viewing the ad, even if the advertised product/service is a match for the viewer.

I have no idea what the attitude towards such screens is in India. I would guess that the negative associations with being forced to watch are fairly universal.