It is only a matter of time until nearly all advertisements around the world are digital. Or so says David W. Kenny, the chairman and chief executive of Digitas, the advertising agency in Boston that was acquired by the Publicis Groupe for $1.3 billion six months ago.
Now Mr. Kenny is reshaping the digital advertising strategy...the plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television. >>Full Story
Thoughts// An interesting article in today's Times about ad giant Publicis' ambitious strategy to build a "behavioral network" in hopes of delivering personalized messages to consumers, across multiple platforms. While the concept is brilliant, the proverbial "devil" might be in the details; i.e. how do you build and manage an integrated, multi-platform (TV, computer, mobile) behavioral network that profiles users' watching and surfing habits and track their response to specific ads. 1984, here we come!
2 comments:
Mo - great post!
This is the very issue that will be at the very heart of technological developments in advertising from now forward. Google already allows us to create variations of ads and landing pages and target it towards users behaviors far better than demographic information in television advertising or print has ever been able to deliver. It's only a matter of time before that platform will be applied to television, movies, etc.
Comcast is in the early stages of developing this on their own network and Google is pretty far along, now that they have already launched AdWords Radio and AdWords Print. As an advertiser / marketer it's pretty exciting and making my job easier and more exciting every day. However I am reminded of what Jeff Goldblum said in Jurassic Park, "Yeah, but your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should."
How much do we really want Google, Comcast and other Advertising entities to know about our personal lives? True it would be nice that I would never have to see that annoying "Head On - apply directly to the fore head" commercial again, but at what cost. This will be one to watch.
It will be interesting to see where the tipping point is for consumers, not specifically online, but in a general marketing sense...how much info are they willing to share to have personalized service.
By the way, any comment where you can incorporate a movie quote, especially Jurassic Park, is a great comment.
Ah, 1993, a good year.
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