The Outernet - Connecting everything everywhere
When mobile devices meet outdoor advertising: The great potential of the “outernet” lies in its transactional nature. Whereas outdoor ads provide visual impetus, mobile devices enable real-time interaction - for example, when mobile shopping coupons are directly downloaded to device wallets. The placement of the ads, the buying experience, and the creative aspect are all interwined in the outernet, and programmatic advertising is the tool of choice to bring creativity and the media together. The outernet holds exciting opportunities for advertisers. However, this evolution is still in its very early stages. One of the biggest challenges is the gathering and use of meaningful and reliable consumer data. Besides, the technical obstacles and the legal implications of collecting movement patterns, mobile network data, information about app and online use etc. have to be clarified. In addition, with the mobile consumer in mind, is this omnipresence the kind of brand experience he/she wants?
Let's ask some of the leading experts in the field of mobile and out-of-home solutions about the real value of outernet advertising. How can the existing challenges be overcome in order to successfully connect with the customer?
Debate Hall – Dmexco 2015
• Dr. Kai-Marcus Thaesler, Managing Director, Posterscope Deutschland (photo)
• Patrick Swientek, Nestlé Deutschland // Maggi
• Christian von den Brincken, Ströer
• Dr. Susan Wegner, Telekom Labs
Mike Cooper, IPG Mediabrands