ASK THE BOARD: The Perks of Personalization

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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?
This week’s question is answered by members of the DSE Advisory Board
INDUSTRY CONSULTANTS COUNCIL

Read the Answer by Jonathan Brawn

“I will relate this to myself. Personally, I think the hyper-targeted and relevant content is indeed my preference. I want to see content and advertising relating to what I specifically want to buy.”
JONATHAN BRAWN
Principal – Brawn Consulting
 

Read the Answer by Lyle Bunn

“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.”
LYLE BUNN
Advisor, Analyst, Educator – BUNN
 

Read the Answer by Ignaz Gorischek

“The trend in communication of all sorts leans towards personalized one-to-one communication. One size fits all does not work unless it is truly amazing creative content that captures the attention of the viewers.”
IGNAZ GORISCHEK
Vice President, Retail – CallisonRTKL
 

Read the Answer by Margot Myers

“I can’t speak for the “typical viewer.” I’m not “typical” because I pay particular attention to the technology, the content and viewer reaction when I see interesting digital installations.”
MARGOT MYERS
Global Marketing & Communications – The Platt Retail Institute
 

Read the Answer by Jeff Porter

“You don’t need content like Minority Report” to be effective, but the content DOES NEED TO BE RELEVANT. Know the demographics of your viewer and what they are doing at that time.”
JEFF PORTER
Founder & CEO – Porter Digital Signage
 

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