In a recent piece for MarTech Advisor, Craig Benner theorizes that the future of effective advertiser-consumer relationships may lie in consumers’ experiences of digital out-of-home-advertising.
Benner, founder and CEO of Accretive Media, explains that “today’s consumer spends over 70% of their waking hours outside of the home and consumes most content via mobile devices.” This leaves open an enormous window for advertisers to meet the consumer where they are. As Benner puts it, “we must repeatedly pierce the subconscious of consumer behavior and be part of their human experience.”