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Smart tech heralds a new way of thinking about customer experience and advertising

From the early days of cinema, to the family watching the TV, to desktops, laptops, smartphones and now wearables, we’ve got ever closer to ever-smaller screens, which we look at for less time and in more personal environments. What does this mean for advertising?

For all the abundance of change spoken about in advertising, for all the millions of R&D money, for all the new technology companies, we’ve actually not innovated outside of better targeting. We’re in an evolutionary funnel towards slightly better ad units, but there are no paradigm shifts. Platforms such as Instagram allow clickable links and Pinterest becomes shoppable. All apps from Twitter to Facebook to Snapchat morph to become places to host video ads, the same units developed in the 1950’s.

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