Programmatic Everywhere: Every Screen is an Opportunity
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Imagine this: You’re sitting in a taxi on your way home from work. It’s raining, and it’s rush hour. The video screen in front of you plays an ad for a stylish raincoatone that suits you perfectly. It also plays an ad for a golf resort that’s only an hour from where you live, because you had been researching golf getaways online just the night before.
You check the time. Your smartwatch shows an ad from a local dealership touting a new SUV for which you’re in the market, and which has several features that suit your needs perfectly. The car is red, one of your favorite colors. You touch a button on the watch’s interface to request more information. When you finally get home and begin watching an episode of your favorite TV show, you’re pleased to see that the first commercial is a helpful ad about the car you’re now seriously considering test driving.
In this world, any screen can be a key touchpoint between marketers and consumers. Whether it’s on television, a billboard, a wearable device, or a screen we’ve yet to imagine, there’s an opportunity for marketers to make a deep personal connection with an individual. But, unlike the wistful fantasies of yesteryear’s digital out-of-home ventures, the scene I described will not come to pass through manually planned media on closed loops with sketchy creative and little to no audience engagement.
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