What is the future of data-driven content?
The future of data-driven content is speculative and unknown. There’s a persisting belief that we should milk mobile data to align DOOH messaging specific to the audience profile within line of sight of a unique piece of inventory at any given moment. On the surface, this is a compelling argument. While we can technically pull it off – with varying degrees of “automation” – we have seen mostly lackluster outcomes in the field. This could mean we haven’t unlocked the messaging formula or potentially, the mostly passive one-to-many nature of OOH simply isn’t suited to this hyper-focused content approach. Perhaps it’s something else we have yet to uncover? Going forward, we are likely best served to set aside the Minority Report fantasy and focus on using the data to help us create one-of-a-kind immersive moments in public space that are all about adding general utility. The burden is on us to deliver some level of time, fun, or money with a focus on the space we occupy and the viewers who are involuntary exposed. Basically, we should think more about earning the right to be there versus what’s in it for us as advertisers.