Does the typical viewer – on the streets, in a retail venue, mall or airport – truly want hyper-curated contextual one-to-one “Minority Report” messaging? Or do they just prefer a surprising, powerful and clear messaging?”
It is so far just too creepy to be singled out in a crowd by highly targeted and personalized public view messaging. So the strength of dynamic location-based messaging will continue to be in its lifestyle messaging to demographic targets. Our brains respond to clearly articulated problems and opportunities, so the ever-developing construct of marketing messaging, that of the simple action needed toward a bettered life, will continue to apply.
But the use of the dynamic signage as the platform for viewer detection/recognition and message targeting on the consumer’s personal device or one that is provided on the premises, does hold high value for personal messaging.