The global trends directly speak about more and more technologically advanced Smart Cities emerging. It is predicted that the population of those inhabiting urban environment will increase up to 1.5 times reaching 6 billion. To be able to easier and more precisely understand a fast pace changing consumer minds there are new technological solutions invented.

For many brands there is a great opportunity to use the Contextual targeting. New Digital Out Of Home screens will be able to sense the world around them giving the new potential contextually understand their audience. This will allow brands to schedule dynamic advertisement, calculate the most effective time for media to be showcased, and measuring the audience’s emotional reactions when viewing this media.

Furthermore, the Contextual targeting arose from our current habits of mobile use and our habits to connect to the internet through our mobile devices. Opportunities of Globalisation are enormous and if we are already thinking to be strongly connected in web then in very close future we can expect to be even strongly tied in it. We believe that everyone at least several times used facial recognition tools and is aware that our facial features are getting scanned almost everywhere. This already allowed advertising companies to scan our faces by using micro cameras, and to create a personalised self writing content considering the consumer reactions. Finally we all seek more and more personalised services, content, choices. This is what we will get.

Photo: Nicolai Berntsen