From personalized messaging and RFID tags to demographic parameters, the work of Alvin Toffler and all relevant subject matter in between, Partner/Chief Operating Officer at Billups Rick Robinson and Platt Retail Institute’s Director of Global Marketing & Communications Margot Myers discuss the future of programmatic advertising by expanding on their answers to previous Ask the Board prompts.
All in all, these industry experts agree that we’re in a transitional phase when it comes to programmatic. Neither of them are naysayers, but there are still a lot of variables and unknowns to digest. For instance, in re-purposing digital advertising signage for Out-of-Home, how do you compete with all of the competing noise and other distractions of public spaces? How do you prove how many people saw an ad? How do you determine the cost per 1,000 impressions?
Plus, it’s not just about what the technology can do, but what people will accept. As personalized and programmatic advertising develops, there is an increasingly thin line between what is cool and what is creepy. In the end, they both think that programmatic will find its way, but it won’t be quite what we thought thanks in part to the law of unintended consequences.
The purpose of this new Digital Signage Connection webinar series sponsored by NEC is to educate, inspire and create a dialogue with in-depth and conversational presentations. That said, Rick Robinson and Margot Myers definitely delivered. In case you missed it, check out the webinar recording below and please share your two cents on the matter in the comments section.