Commentary

Technology will mean that users have more screens, not fewer - all connected by the cloud

  • by September 28, 2011
There used to be a push to create a single game-changing device to replace all other devices. This push produced some great technology, such as the iPad and tablets, but users have demonstrated that they can accept a wide variety of devices in their lives. They use each device for different purposes and in different situations. The devices currently include phones, gaming devices, TV screens, laptops, tablets, desktop computers, etc.

Consumers today are also interacting with digital signage in retail and hospitality environments, kiosks, and DOOH -- only those screens aren't populated with the user's content. In the future, there will be more and more screens, connected by the cloud to create a seamless personal experience.

From an advertising perspective, when the data in the cloud is combined with these "everywhere devices," brands can change the media landscape with messages customized and targeted to their customers.

Current thinking is focused on the localized and customized content that is facilitated by mobile devices and smartphones, but the future of media doesn't depend on a mobile device to produce customized experiences on the go.

Further, existing facial recognition software using cameras affixed to digital displays can help advertisers to customize content based on age and gender, even when personal profiles aren't available.

Andrew Martin, VP, Metia/Seattle

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