Jassim Alampara co founded The Founder story, next milestone it’s this interview of Dmitry Postonogov who has 20+ years of experience in advertising industry. ADVERTISING COOPERATION requested, your truly Aleksei Dolgikh published TheFoundersStory.com Exclusive: The Evolution of Advertising: Smart Advertisement Box setting New Standards in Ad Tech: Dmitry Postonogov story at CrunchDubai.com and soon at CrunchRiyadh.com and CrunchCairo.com.
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Today, we have the pleasure of speaking with Mr. Dmitry Postonogov, CEO and founder of Smart Digital company and Smart Advertisement Box (SAB). Mr. Postonogov has developed a unique approach that is changing the way advertisers connect with their audiences. Through SAB, his company has introduced a new platform that not only analyses viewer data in real-time but also adjusts content to create more personalised and impactful advertising experiences. In this interview, we will explore the journey behind the creation of SAB, the challenges faced, and the exciting future of digital advertising.
TFS: Mr. Postonogov, we are thrilled to have you with us today. TFS has been closely following your company’s groundbreaking work with the Smart Advertisement Box. We are incredibly excited to know more about the innovative journey that led to the creation of SAB and to learn more about the technology that is revolutionising the digital advertising landscape. Thank you for taking the time to speak with us.
Dmitry Postonogov: Thank you for having me. I’m excited to share more about our journey with the Smart Advertisement Box and how it is transforming the way advertisers connect with their audience. It is always a pleasure to discuss the innovations we are passionate about and to explore the future possibilities together. I appreciate TFS’s interest in our work.
TFS: Before we go into the details, I would love to hear about the early days. What inspired you to start a business, and how did you get the idea?
Dmitry Postonogov: Back when I was in my second year of university, I started earning some money by creating things with my own hands—various electronic devices, radio stations, that sort of thing. These were items you could not find on the market, and I was able to sell them quite successfully. Even then, I had this dream of starting my own business once I finished my studies. But things did not go exactly as planned. Just a month after graduating, I found myself working at an advertising agency, where my job was to find advertisers for a new newspaper. It turned out to be a great experience. I quickly learnt how to connect with people, and my career took off. Within a year, I was promoted to deputy head of the agency. I worked long hours—12-hour days, seven days a week—and by the time I left the company a year later, I had built up a strong network of advertisers and gained a good understanding of the advertising industry. That is when I decided it was time to start my first company, which I did in 1994.
TFS: I’m curious—what first gave you the idea to create the Smart Advertisement Box (SAB), and how did the concept grow and change as you worked on it?
Dmitry Postonogov: At first, we created SAB to gather statistical information about the audience on our own digital advertising surfaces. Our first idea was to capture MAC addresses from viewers’ mobile devices. But that approach did not work out because of low data density and the shift by phone manufacturers to dynamic MAC addresses. So, we started exploring other methods. At the same time, we were working on audience analysis using computer vision. Eventually, this approach became the core of the project, and we added a few more features along the way. The key advantage we had was our deep understanding of the DOOH (Digital out-of-home) market, which helped us know exactly what needed to be done to make digital advertising screens even more effective.
TFS: Could you tell us more about what makes the technology behind SAB stand out compared to other advertising solutions out there?
Dmitry Postonogov: You see, SAB has the ability to operate in real-time, and we believe that’s what makes it unique. It can gather information about the audience and instantly adjust the content to better match who is watching. This creates incredible opportunities for interaction between the ad and the viewer. The SAB device combines advanced features built into the equipment, clever ideas from our dedicated team of programmers, and creative input from our marketing team.
TFS: You mentioned earlier that SAB operates in real-time, handling both audience analysis and content adjustments. With all this data collection and analysis, how does SAB make sure the information remains accurate and efficient while also addressing privacy concerns and ensuring that all data is depersonalised?
Dmitry Postonogov: Great question! You see, SAB takes privacy very seriously. The device processes the information from the camera using four neural networks in sequence. This means that all we end up with is anonymised statistical information about the viewer—like their gender, age group, interests, and emotions—represented by a digital code. We do not save the actual images from the camera, as there is no need to. The accuracy of our analysis ranges from 80% to 95%, and we continually update these results several times per second to ensure that they are as precise as possible. We perform all the analysis directly on the device, rather than sending a lot of video data to a server. That way we can adapt the advertising content in real-time but still keep viewer data secure and private. I hope that clears up your concerns and answers your question.
TFS: Sure thing! Can you give us an example of how SAB interacts with viewers, such as by inviting them to share their thoughts on a product? And how does SAB use viewer details like gender, age, or even clothing accessories to adjust the ads? How does this customisation impact how engaged the audience is?
Dmitry Postonogov: Absolutely! SAB customises ads by using detailed information about each viewer, such as their gender, age, or even clothing accessories. For example, if SAB notices that a viewer is really interested in an ad—like if they are spending more time looking at it—it can add a special offer to make the ad more appealing. If the viewer seems less interested, SAB might switch to a shorter version. Additionally, SAB can detect viewers’ emotions and adjust the content based on how they are feeling. This means different ads can be shown to men and women, or to various age groups, depending on what the advertiser wants. This kind of precise targeting and interaction helps keep viewers more engaged with the ads.
TFS: That sounds fantastic. Now, I would like to know about the challenges you have faced in getting businesses to adopt SAB and how you have addressed these challenges.
Dmitry Postonogov: Well, introducing a new product to the market is always a challenge. What we have found helps is meeting with people directly. When we demonstrate what SAB can do and show them how it works in real-time, we often see their initial doubts turn into enthusiasm. It is rewarding to see someone go from being sceptical to excited about the possibilities, and sometimes they even come up with their own ideas on how to use SAB. These moments really motivate us and give us the energy to keep pushing forward.
TFS: What metrics or KPIs do you use to measure the success and effectiveness of advertisements displayed using SAB?
Dmitry Postonogov: The SAB device offers some really useful metrics for measuring ad effectiveness. It tracks how long viewers look at different commercials, so we can see which ads hold their attention the longest. We also gather data on viewers’ emotions, noting whether they respond positively or negatively. Plus, we can break down who is watching—like how many men versus women are engaged and what age groups are most interested. This helps us understand which ads are most effective and where improvements might be needed.
TFS: Looking ahead, what new features or improvements do you have in mind for SAB to keep up with the changes in digital advertising?
Dmitry Postonogov: SAB is designed to be a flexible advertising platform that can bring any creative idea to life. Already now SAB is to not just display ads but gather information about the reaction from viewers on each one. This greatly improves how advertisers connect with their audience, allowing for much deeper interaction and insights. But we try to look deeper. The SAB ecosystem is a prototype of a fundamentally new media channel that connects the online and offline worlds. I believe that the principle of not only broadcasting information but also receiving feedback on this information lays the foundation for what the media will be like in the future, and this is not just about advertising – it is about any information. It is already about social communications.
TFS: That sounds fascinating! Our readers would definitely be interested in learning more about what a typical day looks like for a visionary entrepreneur like you. Could you share a bit about your daily routine?
Dmitry Postonogov: My days are pretty routine. I start with a planning meeting in the office and handle any scheduled meetings. I spend at least an hour a day on social media, mostly LinkedIn. Like many entrepreneurs, my workday does not have strict boundaries—I keep going until everything is done, which often means finishing up around 9 or 10 PM.
TFS: How do you keep yourself motivated and focused as an entrepreneur, especially when things get tough?
Dmitry Postonogov: When you are passionate about what you do, staying motivated comes naturally. It is more about maintaining self-discipline and having the right mindset when facing challenges. The satisfaction of overcoming obstacles and achieving success through hard work is far more rewarding than taking the easy route.
TFS: What advice would you give to aspiring entrepreneurs who want to start their own business?
Dmitry Postonogov: My best advice is to focus on one area and dive deep into it. Find out what needs are not being met, and work on addressing those gaps. As Philip Kotler said, ‘The buyer does not need a drill; they need a hole in the wall.’ So, it is important to sell not just the product but also what it can do for people.
TFS: What has been the most rewarding part of being an entrepreneur for you?
Dmitry Postonogov: One of the biggest rewards is how entrepreneurship changes your perspective. After working in a field for a long time, you start to see beyond the immediate future and anticipate what is coming next. It is incredibly fulfilling to drive progress and make your vision of the future a reality.
TFS: Mr. Postonogov, thank you so much for sharing your insights and experiences with us today. We at TFS are excited to see how your company continues to evolve and impact the market.
Dmitry Postonogov: Thank you for your kind words and for letting me discuss our work. I appreciate the thoughtful conversation today and look forward to what the future holds.
