In 2016, we postulated that the Internet of Things may very well prove to be a personal brand ambassador for each and every one of us, given that the devices we carry and wear make it possible to “advertise” our digital selves to the physical places we visit. When the Local Search Association asked us and 50 experts about the future of location-based marketing and media we replied:
our prediction for 2017 is that the first major social network will empower their users to experiment with this feature
And we can already push the concept quite far in everyday life. We proved, with our partners, measurable ROI in retail with a live deployment that even triggers contextually-relevant videos on displays to shoppers:
Now extend that capability across a city. In anticipation of programmatic advertising, out-of-home (OOH) media companies are scrambling to adopt technologies that can measure real-world audiences in real-time. Such technologies will enable citywide marketplaces for the data you choose to share, as we presented at a recent Ericsson Smart Cities event:
All the emerging marketplace is missing is a critical mass of individuals with the incentive to “advertise” their digital selves. And a major social network is the ideal candidate to bring exactly that to the table.
We’re working to kindle that marketplace, engaging both sides of the table, and recently adding key enabling features to our Pareto platform, including programmatic content triggers. We even memed the personalised advertising scene from The Minority Report (2002) to serve as the default video content.
15 years ago, would you have predicted that we would today choose to carry and wear personal identification devices?
Are we right to predict that a major social network will empower such users to share what they want when they want in exchange for personalised everyday experiences? Let’s see what 2017 has in store, pun intended!