One of the most emotional moments of any wedding is when the officiant declares a couple officially married followed with the obligatory instruction to kiss.

Today that moment is typically caught immediately on dozens of smartphones and shared instantly by wedding guests.

But at what is likely going to be called the wedding of the year, sharing went digital. After what many across the globe will recall as the infamous wedding of pop singer Taylor Swift and Kansas City Chiefs tight end Travis Kelce, the official pronouncement was shouted out to the world on a digital screen.

The wedding took place at Madison Square Garden on July 3, just one day before the country marked America's 250th anniversary and the semiquincentennial of the Declaration of Independence.

Targeted digital marketing

A digital display, flashing purple, announced the Swift-Kelce wedding official at 7:22 p.m. EST with the words "JUST&T MARRIED." The display was met with cheers, applause and of course lots of smartphone camera snapping by the hundreds of Swift and Kelce fans outside of the arena.

Those display snaps then went viral across social media channels.

No wedding social posts were released given a phone ban during the wedding ceremony and reception, according to news reports.

A savvy tech and wedding planning company, Knot Worldwide, took advantage of the celebrity wedding and rolled out four digital billboard trucks near MSG with brand messaging: "make your wedding the main event" and "cheers to the happy couple" along with the company's logo, according to a New York Times report. The company also bought billboard time near the New York City venue.

"Once we had confidence in N.Y.C. and M.S.G. as the likely venue, we mobilized quickly," said Casey Moujaes, Knot Worldwide vice president of global vendor marketing, told the New York Times.

Why digital display messaging is gaining ground

As brands, celebrities and cultural moments compete for attention, digital out of home is increasingly becoming more than an advertising channel, according to AdOmni.

The digital display — as well as digital billboards — big and small is fast becoming a communications platform for moments designed to be photographed, shared and amplified via social messaging apps and platforms.

It reflects a broader shift in how big public moments are being communicated to the masses as well as the evolving role of DOOH, according to Luba Giglia, AdOmni COO.

"Increasingly, some of the biggest cultural moments are being punctuated by digital out-of-home, not just traditional forms of communication," Giglia said in an email interview.

"The Taylor Swift and Travis Kelce billboards became one of the defining images of the wedding weekend, showing how out-of-home is evolving beyond advertising into a platform for announcing, amplifying and shaping major public moments. It's no longer just about reaching people who pass a screen. It's about creating an image that travels everywhere else."