David Shing is AOL’s Digital Prophet, a role that he describes as “looking at trends that are happening in the market place, and distilling those trends down, in ways that brands, agencies, clients, and also internally, we can take advantage of.”
“I like to observe humans in the wild, and a lot of times that’s on places like planes, and what people do when they’re trapped on a plane for four hours and how they’re absorbing content, I find that absolutely fascinating,” he says.
Shing spoke at Adobe’s EMEA Summit in the spring (Adobe is CMO.com’s parent company) and then joined CMO.com in the video studio.
In the first clip, he talks about the importance of attention, and the need for brands to connect all the experiences they offer consumers, in both the digital and physical worlds.
In the second video, he discusses the rise of programmatic advertising, the point at which it meets mobile, and the resulting possibility of offering consumers specially tailored “moments”.
“And then of course “moments” are everything from searching across the web, minimising your browser, picking up your cell phone, heading to lunch; moment marketing should be a continuous experience,” he says.