Unexpected Ways the Web Could Change Our Cities

This network is generating an audience reach that is the envy of many a homepage But it isnamp8217t just about numbers The proliferation of DOOH displays is creating the ability to communicate with smaller more targeted clusters of audiences Not the onetoone of the web but instead the coveted onetoahardtoreachmeaningfulfew Advances in ad tech and an audiencefirst approach again borrowed from online publishers means that serving ads based on external conditions and first and thirdparty data sets is fast becoming the normThe classic content and context of the web are moving to the physical world via connected displays Shortform content like Snaps and shared photos seem designed not just for mobile devices but also for DOOH displays As DOOH increasingly becomes both a foundation and an enabler of our future cities offering a new model for connectivity consumer engagement and revenue generation reallife and social utility are creating new contexts that situate ads as part of our daily lifeAnd just like cookies gave us a way to understand online behaviors location services when used responsibly can begin to identify patterns that create anonymized aggregated cookielike data in the physical world This recontextualization of location will enable us to build audience segments that are perhaps even richer than those based on traditional demographics and web visitsProximity to retail is also growing in importance for the industry A DOOH display can be the last marketing message that a consumer sees before crossing the threshold of a store mimicking the place of search in online retail within the physical world More effective targeting based on location and audience could also replicate the relevance of keywordsSo if the next decade of innovation will indeed take place in physical spaces what are the musthaves that outofhome should borrow from the web and what should be left behindWhat to BorrowThe Best of SocialWith similarities in creative format and a shared obsession for location DOOH displays could very well come to reflect back a sense of community and events in realtime Might this become the way that we see the worldFormat Celebrities Vine made stars of people overnight and many of them built their audiences from the ground up How could the readymade audiences of OOH and a smart understanding and use of content make stars in the streetsMemesSeriously where are all the catsWhat to Leave BehindFraudUntil we reach the singularity when armies of robots share our subway rides home we can be reasonably confident that humans not networks of bots are the backbone of our impressionsPaywallsAs online publishers attempt to wrestle back revenues and shift the paradigm back to paid content models could DOOH provide the headlines that drive people to subscribeTrollsThe logistics of getting our opinionated and pedantic brothers and sisters to stand next to DOOH displays and tell us exactly what they think of a particular creative or piece of content may prove too much for trolls in the physical worldBy stealing the best of the web and leaving some of it behind DOOH could be the answer to the headsdown smartphone zombie epidemic bringing us back to a more beautiful connected and headsup urban experience around usThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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Unexpected Ways the Web Could Change Our Cities

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Dave Etherington

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