Home AdExchanger Talks Why Technology Should Follow Behavior (Not The Other Way Around), With VMLY&R Commerce Innovation Chief Roy Armale

Why Technology Should Follow Behavior (Not The Other Way Around), With VMLY&R Commerce Innovation Chief Roy Armale

SHARE:
Roy Armale, global chief innovation officer, VMLY&R Commerce

Roy Armale’s degree in behavioral and consumer psychology comes in handy for his job as global chief innovation officer at VMLY&R Commerce, which was formed in 2020 through the combination of WPP agencies VMLY&R and Geometry.

“Although I work in tech, I tackle it from a behavior-first point of view,” Armale says on this week’s episode of AdExchanger Talks.

Tackling tech with human behavior in mind means considering the audience you want to serve – and the dynamics that motivate their behavior – before taking any other step, whether that’s building a prototype or even thinking about marketing.

Technology that doesn’t meet or anticipate a human need is doomed to fail.

Take Uber, Armale says. Instantly hailing cabs through one’s phone was not a common habit before Uber took off. There was no expectation that a car service could almost instantly dispatch a vehicle to pick someone up without having to speak on the phone or exchange physical money.

Ride sharing succeeded, however, because it anticipated a human need and made life more convenient. But technology-enabled convenience can also alter human expectations, which can become difficult for businesses to meet.

Who isn’t annoyed when an Uber or Lyft leaves you waiting for more than five minutes for a car to arrive?

The more efficient technology becomes, the more irritated people get when it doesn’t work quickly and perfectly. The same is true for human communication. Because people have their phone at hand at any given moment, they are expected to respond in the moment.

“The more efficient we’re getting, the more expectation of that efficiency is becoming ingrained into society as well,” Armale says. “We need to start … understanding that expectations shouldn’t be growing proportionally to access to technology, because what’s happening is that we end up serving the technology instead of the technology serving us.”

Also in this episode: The evolution of work, the role of artificial intelligence in creativity, embracing automation and the argument in favor of social commerce.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.