“Are there any new technical capabilities in hardware and/or software opening up new creative options for content playback, design, or interactivity? How are they being applied? How well are they being applied?”
While I don’t know how new the capability is, the ability of content management software to utilize various data to automatically run certain playlists opens up creative solutions for content that connects in real time. For example, we recently began to explore options to promote a newly opened 24-hour Starbucks, originally intending to have additional ads run when the other daytime Starbucks were closed overnight. After learning of all the options available, we are now building a promotion that is tied to the outside temperature, promoting our Bag Claim Starbucks. This ad will also contain the actual temperature read and updated in real-time by the content management software from a server. This final reminder will 1) tell passengers and potential customers it is cold out (exactly), 2) share with them the location of the Starbucks (very close), and 3) encourage them to buy a coffee or two (one for the person picking them up). This level of control, information sharing, and marketing from our content management software helps us create a marketing message that connects.