The future of out-of-home advertising 2050 by Ben Milne

Ben Milne takes us through his opinion on the future of OOH advertising:
It is a fascinating question that in my opinion cannot be answered without considering the macro factors that will shape our planet over the next 35 years.
Fortunately Business Insider have done a great job at pulling together the 15 awesome and15 terrifying things to expect in 2050 and I highly recommend reading these.
35 years into the future is a really tricky magnitude of time to predict and Amara’s Law instantly springs to mind. Simply put it states;
“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run”
Here is a shot in the dark about what we could expect for the OOH industry in 2050. All opinions are my own and I fully acknowledge that they may be completely and wildly wrong;
1. Machine to Human communication will overtake human to human communication.
All OOH advertising will be traded digitally (whether the actual display medium is a screen, a printed poster or a display technology that hasn’t yet been invented).
OOH messages will be fully personalized and addressable at a one to one level.
Advanced AI will manage the entire process – setting up parameters, creating the adverts, trading, optimizing in response to real time feedback loops (where people are going, what they are doing, what they buy – after seeing an advert).
2. The entire experience will become virtual.
Digital ‘frames’ are created in a virtual copy of the world (the ‘on world’). Advertising within these frames is traded and served in real time. Viewed through digitally enhanced contact lenses (or direct corneal implants). Huge amounts of utility and service are available through the digital overlay of the on world and it is the default mode for most people most of the time. People can turn off the digital overlay whenever they want but advertising outside of the overlay will be strictly banned to preserve the resources and splendor of the ‘off world’. Google operate the entire on world operating system.
3. Machine to Machine communication eventually overtakes Machine to Human communication.
Automated vehicles (driver-less cars, drones etc) travel around the city performing tasks for people. On the way to the supermarket a digital message pings an automated vehicle a time and location limited price based offer for Rice Brand X (the machine to machine version of a roadside billboard). The vehicle knows the customer has no preference of rice brand and that price is the determining factor. The vehicle takes the offer, the supermarket is automatically informed and the robots at the store switch brands in the shopping before it is automatically loaded into the vehicle.
Perhaps it will take longer than 35 years but I am confident in some form we will see this kind of reality. The question is what new opportunities and businesses will this create and how can you be a part of #futureooh?
Source: Strange Neon