How do you expect advertising to evolve with “smart” or “connected” cities?
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. In our industry, I believe that the impact will be a move towards much smaller audiences. However, I do not believe we will ever get to the “audience of one,” or Minority Report kind of advertising that is so heavily discussed industry wide, which i would dilute some of the strengths of DOOH in my opinion anyway.
Going forward, I think we will see more intelligent solutions coming to the streets. These will be approaches not originally developed as advertising initially, but applications that are invented to resolve “problems” or issues or to optimize connected cities. A great example of this is the Link NYC system in New York—a solution invented for the modern city and the modern world. It is intelligent solutions like this that will impact the way we live, and further down the road, with cars being connected and all the connected devices on street level, the full potential of these screens will be unlocked.