ASK THE BOARD: Smart City Advertising

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How do you expect advertising to evolve with “smart” or “connected” cities?
This week’s question is answered by members of the DSE Advisory Board
ADVERTISING & BRAND COUNCIL

Read the Answer by Kenneth Brinkman

“With the connectivity of objects, the world is truly transforming. We have only seen the tip of the iceberg so far, but in a few years, we will see the results of the vast research and investments in this area.”
KENNETH BRINKMANN
SVP, group Director of DOOH – Posterscope USA

Read the Answer by Wade Forst

“Advertising could finally reach its highest intent, to be indistinguishable and near invisible, in our future smart/connected cities. These future places will deliver predictive and contextual content that assist us through our days to a brighter future.”
WADE FORST
Senior Director, Emerging Experiences
Razorfish/San Francisco

Read the Answer by Christina Radigan

“Major metropolitan areas throughout the United States and the world are becoming Connected Cities, leveraging technology and the Internet to add value to the urban landscape and the consumers that inhabit them.”
CHRISTINA RADIGAN
Director, Marketing & Communications
Outdoor Media Group

Read the Answer by Peter Rivera

“First, a couple of evolving definitions. In my earlier digital agency days, I was taught that the best advertising is work that can be mistaken for a product or service in and of itself—this vs. a full page ad in The New York Times.”
PETER RIVERA
VP, Chief Experience Officer – Infusion

Read the Answer by Rick Robinson

“I don’t think we know yet. The general assumption is some version of the movie Minority Report coming to life. There’s no doubt that brand messaging will continue to work to become more timely…”
RICK ROBINSON
Partner/Chief Operating Officer – Billups

Read the Answer by David Saleme

“Advertising will evolve with “smart” or “connected” cities in many ways, but the most critical change could be how back-of-the-house analytics impact decisions on how and when to advertise. Broad systems, either through Wi-Fi or Bluetooth…”
DAVID SALEME
Manager, Business Development – Columbus Regional Airport Authority

Read the Answer by Paolo Tosolini

“The primary objective of a ‘smart’ city is to improve the quality of life for its citizens through the ‘smart’ use of technology. When advertising is fully disconnected from the context of its viewers, the outcome can range from complete apathy to subliminal rejection of the message.”
PAOLO TOSOLINI
CEO – Tosolini Productions

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