DorisRon
Member
Future of algorithmic advertising purchases is based on targeting: but not on which we've just done, and on which we're just going to do. Ladies and gentlemen! In the blue corner of the ring there is retargeting, in red - the future of Digital Advertising - pretargeting.
Retargeting sometimes seems just meaningless. For example, it is unlikely that people will want to respond to the ad and buy white trousers, fashioned toaster or a new "Toyota" on the hydrogen engine after they have already made these purchases or abandoned to do them. But they continue to see these ads on the pages of websites.
These ghostly images haunt consumers in their "online travel" like shadows. But despite the use of new advertising techniques, such ads often can hardly be called effective. According to some estimates (note, not meaningless ones), such advertising is the best option. Yes, these ads may be the most prominent and worthy of a potential customer's attention, but at the same time they can be absolutely meaningless. It's like the inaccurate clock - knowledge about the fact that a perfect mechanism counts seconds in them, does not work, if the timer is not able to show the correct time.
Retargeting is a technology that is based on the past. Its clumsiness is documented to some extent, but the team of the best scientists continue to work on the improvement of the algorithms that are designed to be at the forefront of a new marketing era.
However, many experts have now no doubt that pretargeting is more perfect. Remember a fi thriller by Steven Spielberg "Minority Report" in which a crime prevention unit "Precrime" learns about the murder before it occurred? It is a striking example of pretargeting, which opens the door to a new world of personalized advertising. Advertising of expensive products can be shown at the right time, just after the consumer thought about buying it or was thinking about it for a certain period of time. You can advertise not white pants, which the customer has already bought, but those accessories that ideally suit to those white pants. And technologies in the advertising world are developing so quickly and efficiently that all such advertising is extremely automated.
Fully personalized video ads will be based on the pricing and availability of advertising means in real time, as well as on thousands of data sets. The art director and copywriter of the future are this algorithm and processor.
Nevertheless, the problem with retargeting remains, which consists in the fact that it is based on something that occurred in the past. We are talking about the coverage of those consumers who have already made a purchase, who realized the need to purchase a particular product and has already begun to act.
From past to present
Search is focused on the present and its value is determined by the ability to foresee the future. Search is the only opportunity in advertising to appeal to the consumer at the time when he has a need for a particular product or service, to anticipate his actions and fully meet his need.
Search forever retains its high value in advertising - it is the best and in many ways, perhaps the only way to convert consumer interest into action. However, the essence of search is that we need to know that we need something. Indeed, sometimes the consumer simply does not know what he wants. Just imagine - advertisements that predict the future!
The search will soon be surpassed by something breathtaking and fantastic. How about to convert those needs, which we did not even suspect, into actions?
"Prophetic" advertising: from present to future
Digital ecosystem is a huge fallow field data for advertising, and changing of our behavior habits makes it even more. The more we like to post on Facebook, to use the services that define our location, to sync our address books, to use digital calendars, and to share all this information on the different devices, the more accurate picture of our life appears.
When the company, which has more processing power allowing to define what we do, where we are going, and how long it all takes, enters the game, then a new complete picture of our life (both individual and collective) appears.
The era of intelligent and predictive computational technologies is not far off. Today, there are the first heralds of it - for example, Google predicts our journey to work and tells us that we need to leave the house earlier, because of traffic jams on our normal route. Microsoft Cortana, a virtual voice assistant with artificial intelligence on devices on Windows Phone platform, can learn about the upcoming flight and provide relevant information, such as exchange rates and weather. And it is the quality to change the world of advertising in the future.
The current debate is focused on the fact that privacy is lost once and for all. However, you need to start thinking in a different direction. A Year ago the company Facebook announced a new privacy policy and explained how to use information about customers to make advertising better. And it seems quite reasonable. Recall, the social networking site Facebook has decided to introduce a new privacy policy, according to which the resource will be able to transfer all the information about the owners of accounts without their permission, since January 1, 2015.
Most likely, in the near future we will witness the transition of Digital advertising to a new level - this is advertising of goods and services at the right time in the right place, with the advertisement, based on the predictions of the needs of potential customers. We will see ads of nearest cafeteria, when we will have free time, and the weather forecast promises a heavy rain. App of companies offering taxi services, will talk about someone else who wants to go on the same route and splits the check. Advertising will tell you where there is the only service station in which you will be helped to eliminate the specific problem in your car. Train schedule will know exactly when you should go on the road, not to fall into snowdrifts. The restaurant will make you a special offer just when your friends arrive at your birthday party.
To summarize, we should say that the future of advertising is in providing useful information not only in the right place at the right time and the right way. This contextually accurate assistance, based on the use of countless new wearable devices, will provide better methods of continuous transmission of information.
Predictive advertising will be a real El Dorado for the brands, and nothing can prevent this significant cultural shift. The base of predictive advertising is trust and when we recognize that the battle for privacy is lost, then we will be able to get something in return. Something big and efficient, what simplifies life immensely.
Retargeting sometimes seems just meaningless. For example, it is unlikely that people will want to respond to the ad and buy white trousers, fashioned toaster or a new "Toyota" on the hydrogen engine after they have already made these purchases or abandoned to do them. But they continue to see these ads on the pages of websites.
These ghostly images haunt consumers in their "online travel" like shadows. But despite the use of new advertising techniques, such ads often can hardly be called effective. According to some estimates (note, not meaningless ones), such advertising is the best option. Yes, these ads may be the most prominent and worthy of a potential customer's attention, but at the same time they can be absolutely meaningless. It's like the inaccurate clock - knowledge about the fact that a perfect mechanism counts seconds in them, does not work, if the timer is not able to show the correct time.
Retargeting is a technology that is based on the past. Its clumsiness is documented to some extent, but the team of the best scientists continue to work on the improvement of the algorithms that are designed to be at the forefront of a new marketing era.
However, many experts have now no doubt that pretargeting is more perfect. Remember a fi thriller by Steven Spielberg "Minority Report" in which a crime prevention unit "Precrime" learns about the murder before it occurred? It is a striking example of pretargeting, which opens the door to a new world of personalized advertising. Advertising of expensive products can be shown at the right time, just after the consumer thought about buying it or was thinking about it for a certain period of time. You can advertise not white pants, which the customer has already bought, but those accessories that ideally suit to those white pants. And technologies in the advertising world are developing so quickly and efficiently that all such advertising is extremely automated.
Fully personalized video ads will be based on the pricing and availability of advertising means in real time, as well as on thousands of data sets. The art director and copywriter of the future are this algorithm and processor.
Nevertheless, the problem with retargeting remains, which consists in the fact that it is based on something that occurred in the past. We are talking about the coverage of those consumers who have already made a purchase, who realized the need to purchase a particular product and has already begun to act.
From past to present
Search is focused on the present and its value is determined by the ability to foresee the future. Search is the only opportunity in advertising to appeal to the consumer at the time when he has a need for a particular product or service, to anticipate his actions and fully meet his need.
Search forever retains its high value in advertising - it is the best and in many ways, perhaps the only way to convert consumer interest into action. However, the essence of search is that we need to know that we need something. Indeed, sometimes the consumer simply does not know what he wants. Just imagine - advertisements that predict the future!
The search will soon be surpassed by something breathtaking and fantastic. How about to convert those needs, which we did not even suspect, into actions?
"Prophetic" advertising: from present to future
Digital ecosystem is a huge fallow field data for advertising, and changing of our behavior habits makes it even more. The more we like to post on Facebook, to use the services that define our location, to sync our address books, to use digital calendars, and to share all this information on the different devices, the more accurate picture of our life appears.
When the company, which has more processing power allowing to define what we do, where we are going, and how long it all takes, enters the game, then a new complete picture of our life (both individual and collective) appears.
The era of intelligent and predictive computational technologies is not far off. Today, there are the first heralds of it - for example, Google predicts our journey to work and tells us that we need to leave the house earlier, because of traffic jams on our normal route. Microsoft Cortana, a virtual voice assistant with artificial intelligence on devices on Windows Phone platform, can learn about the upcoming flight and provide relevant information, such as exchange rates and weather. And it is the quality to change the world of advertising in the future.
The current debate is focused on the fact that privacy is lost once and for all. However, you need to start thinking in a different direction. A Year ago the company Facebook announced a new privacy policy and explained how to use information about customers to make advertising better. And it seems quite reasonable. Recall, the social networking site Facebook has decided to introduce a new privacy policy, according to which the resource will be able to transfer all the information about the owners of accounts without their permission, since January 1, 2015.
Most likely, in the near future we will witness the transition of Digital advertising to a new level - this is advertising of goods and services at the right time in the right place, with the advertisement, based on the predictions of the needs of potential customers. We will see ads of nearest cafeteria, when we will have free time, and the weather forecast promises a heavy rain. App of companies offering taxi services, will talk about someone else who wants to go on the same route and splits the check. Advertising will tell you where there is the only service station in which you will be helped to eliminate the specific problem in your car. Train schedule will know exactly when you should go on the road, not to fall into snowdrifts. The restaurant will make you a special offer just when your friends arrive at your birthday party.
To summarize, we should say that the future of advertising is in providing useful information not only in the right place at the right time and the right way. This contextually accurate assistance, based on the use of countless new wearable devices, will provide better methods of continuous transmission of information.
Predictive advertising will be a real El Dorado for the brands, and nothing can prevent this significant cultural shift. The base of predictive advertising is trust and when we recognize that the battle for privacy is lost, then we will be able to get something in return. Something big and efficient, what simplifies life immensely.