Ask the Board – September 19, 2016 | WADE FORST

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How do you expect advertising to evolve with “smart” or “connected” cities?


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.

This future and advertising’s role and relationship to us will be very different than our existing approach to media. The value and costs associated with an impression will be drastically different when we shift our thinking from a CPM mentality to a predictive model based on behaviors and insights to the individual.

The term “broadcast” may only be used for alerts that warrant a mass distribution of the same media, but with such data and insights available, this approach doesn’t even make sense in a world where we understand the individual, their environment and their situations.

A recent study on consumer ad blocking by Digital Context Next reports that 68 percent of people are concerned when ads track their behavior and more than 70 percent dislike experiential ads that expand over content. What this tells me is that we are still doing a poor job targeting and listening to what people want and what formats/mediums they want it delivered in. With ad blocking, users expected to grow to more than 86 million  in the U.S. by 2017, almost one in three users. Nailing the approach is now even more important than ever.

From content delivered to your connected car to experiences augmented around you within your smart home and workplace, the data we collect will be advertising’s greatest moment to evolve. The larger question is what toll it take on privacy for advertising to become invisible.

About Author

Senior Director, Emerging Experiences
Razorfish/San Francisco

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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