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targeting

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targeting

  1. 1. How ads online are becoming more targeted
  2. 2. <ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Some key examples </li></ul></ul><ul><ul><li>Facebook flyers and privacy policy </li></ul></ul><ul><ul><li>Myspace self-serve and hyper-targeting </li></ul></ul><ul><ul><li>Google and g-mail </li></ul></ul><ul><ul><li>Amazon </li></ul></ul><ul><ul><li>Feelings toward targeting </li></ul></ul>
  3. 3. ‘ uncanny valley’ Realism Response of humans How is this relevant to advertising …?
  4. 4. Targeting <ul><li>Accuracy ↑ </li></ul><ul><li>Social Networking sites leading the way </li></ul><ul><li>Companies yet to embrace these developments – their involvement not far away </li></ul>“… various advertising initiatives on Facebook, MySpace and across other social networks. These promised much better targeting than has ever been possible before, massively increased relevance; advertising that's so in tune with its audience that it ceases to be advertising and becomes simple, useful information.” Russell Davies
  5. 5. … examples of this Privacy Policy “ Facebook may also collect information about you from other sources, such as newspapers, blogs, instant messaging services, and other users of the Facebook service through the operation of the service (e.g., photo tags) in order to provide you with more useful information and a more personalized experience.” <ul><li>‘ Facebook Flyers’ </li></ul><ul><ul><li>Specific tailor made ads </li></ul></ul><ul><ul><li>Greater click through rates </li></ul></ul>“ Making advertisements more personal is a priority for Facebook” Owen Van Natta, chief revenue officer “ We have always made it clear to users that their personal information may be used to target advertisements and promotions” Chris Kelly, chief privacy officer country, city, gender, age range, political views, relationship status, education level, workplace affiliation, … or any keyword in a person’s stated interests
  6. 6. Hyper-Targeting Self-Serve <ul><li>Detailed profile of each user and their friends, </li></ul><ul><ul><li>including age, gender, location and interests </li></ul></ul><ul><ul><li>1,000+ total categories </li></ul></ul><ul><ul><li>eg. 300 subcategories for movie lovers alone </li></ul></ul>
  7. 7. <ul><li>runs advertisements based on the content of users' e-mail messages </li></ul><ul><li>80% increase in click-through since introduced </li></ul><ul><li>Along with google, uses algorithm technology </li></ul><ul><li>huge success in predicting targeting </li></ul><ul><li>sales ↑ </li></ul>
  8. 8. <ul><li>“ we might find ourselves responding more favourably to those brands and advertisers that can master the compelling generalisation and the universal truth” </li></ul><ul><ul><li>Russell Davies. </li></ul></ul><ul><li>Big Brother is watching you </li></ul>Does this open up the role of the creative to a whole new level or limit advertising to spam target audiences? turn OFF turn ON <ul><li>Privacy </li></ul><ul><li>Harassment </li></ul><ul><li>Narrow mindedness </li></ul>- I’ll go somewhere else <ul><li>Focussed </li></ul><ul><li>Personalised </li></ul>

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