In your opinion, is Programmatic Advertising a good thing for DOOH? If so why? If not, why not?
Digital signage implementations have been using targeting since the inception of this technology. Content has been displayed based on demographics, geography, organizational structure, interests, behaviors, time-of-day, weather, etc.. For example, retail stores can easily advertise snow shovels and salt based upon the weather, and banks will offer senior services when Social Security checks are mailed.
Programmatic advertising content uses similar criteria and tends to be more automated. Big data coupled with a more granular ability to identify a specific consumer will continue to grow in popularity. This is due to the fact that it is more likely than not to reach individuals who will react favorably to the message. With the advent of products like SonicPING and the growing use of BLE and IoT, it will strengthen the ability to connect a specific individual to the Programmatic advertising message. Avatars with bi-directional speech technology are able to communicate one on one – the epitome of Programmatic advertising.