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Technology Delivers Data Driven Advertising

Sara Rice, Social Media Intern, Consumer Technology Association (CTA)

Many of the world’s biggest brands are coming up with new ways to use technology to engage with consumers. The availability of data is helping brands learn more about what consumers want, allowing them to deliver targeted and specific messages to audiences.

In London’s Piccadilly Circus a 2,600 square feet digital LED screen is also using technology to cater ads towards people nearby. Built-in cameras analyze the make, model and color of an approaching vehicle and then shows a pre-programmed ad. The cameras can even detect changes in weather and the screen will reflect those changes.

McDonald’s latest campaign in the U.K. includes a digital billboard that changes depending on how much traffic is on the road. Using real-time stats from Google Traffic API, the billboard switches during peak rush hour.

It’s not just out of home advertising that is leveraging data to deliver targeted messages. Snapchat’s popular geofilters, which allow advertisers to reach audiences in a specific location, has expanded to include interests, time of day, age, gender and other technical criteria. These new audience filters will allow brands and advertisers to target based on behavioral attributes, not just location.

C Space at CES 2018 will showcase the latest trends for marketers, advertisers and brands.