How is your company addressing or circumventing smartphone obsession?
We’re excited about it. We see opportunity with both OOH-driven mobile engagement metrics and consumer insights driven by carrier data. The missing discovery piece is uncovering how it works for all of us across the board. There’s an abundance of interest and effort from the supply side – OOH Vendors, OOH Specialists, Mobile Media Suppliers – to offer up a variety of OOH/Mobile solutions for brands. The demand side picture is still unclear. Brands show interest and engage in integrated plans with more frequency, yet we’re not sure the public wants it. Perhaps the public will learn to desire more of it? Regardless, the key will be messaging. By this, I don’t just mean the technical, logistical construct of delivery, but the storytelling in and of itself across all screens.