[ad_1]
Ari Buchalter, CEO at Place Exchange, joined Digital Signage Today editor Daniel Brown for an audio interview to share insights into the burgeoning world of digital out-of-home advertising, including trend analysis and predictions for the future.
Ari Buchalter, CEO at Place Exchange, joined Digital Signage Today editor Daniel Brown for an audio interview to share insights into the burgeoning world of digital out-of-home advertising, including trend analysis and predictions for the future.
“I started out my career as an academic in the field of theoretical astrophysics, of all things — something I wanted to do since I was a kid,” Buchalter said. “But a little over 20 years ago, sort of changed my mind and decided to leave the ivory tower because I saw interesting opportunities to apply the kinds of quantitative skills I had developed as a physicist to problems in the business world.”
Buchalter shared an overview of the current state and trends of the field, including emerging technologies like artificial intelligence, along with the growth of the programmatic category; he also shared a simple explanation of the differences between supply side platforms and demand side platforms (SSPs and DSPs), before diving into a deeper exploration of recent developments.
One development is that smaller businesses are now finding a path to enter the DOOH world.
“And programmatic is really a great way to do that,” Buchalter said. “Because if you are a smaller business — a restaurant, coffee shop, what have you — selling advertising is not your top priority. Even deploying screens isn’t necessarily a core part of your business; but, obviously, advertisers want to be able to reach consumers wherever they are, whether it’s a coffee shop, or a laundromat, or what have you. And the cost of deploying screens is going down. There are a lot of partners out there that can help make that process especially easy and turnkey.”
Buchalter also explored the growth of physical locations as ad centers.
“The success that Amazon and then other large retailers have had in taking their online properties and bringing advertising into those contexts is really now spilling over into the physical world, where you have large retailers — whether it’s a Kroger, or Albertsons, or BestBuy, or Walgreens — really thinking about their network of locations as an extension of that network to reach consumers. So, it’s not just about the commerce, but also about the opportunity to deliver media content, advertising, messaging, and so forth.
“There’s an expression that’s come up lately that says ‘every business has an ad network now,’ even down to small businesses that can take that same idea — maybe not at the scale of some of those larger businesses, but it doesn’t need to be at that scale in order to make an impact for a small business owner. So, it’s definitely a trend that’s taking hold and is, in fact, I think, projected to be the largest, the fastest growing, and (possibly soon) the largest segment of all of adspend over the next couple of years.”
Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.
[ad_2]
Source link
