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Paradigm shift in advertising, Perceptive media, Behavioural Advertisment

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Paradigm shift in advertising, Perceptive media, Behavioural Advertisment

  1. 1. Presentation by the “SUPER GROUP” Nirmitha Abhishek Mitesh
  2. 2. Nirmitha
  3. 3.  Perceptive media has been defined as either video or audio media that instinctively adapts itself based on the information it is able to gather on an individual user. It is based on using implicit or explicit information such as the location of the viewer or their program viewing preferences. This information is then woven, either subtly or explicitly, into a narrative which is predetermined by the storyteller.
  4. 4.  The research and development team at BBC have lead the hype and exploration around this innovative approach to media. Ian Forrester, a member of the team at BBC, sees perceptive media as a way to remove the broadcast technology barrier between the storyteller and the audience.
  5. 5. Lollipop App“Take this Lollipop” a perceptivemedia prototype, is a Facebookapplication that was launched inOctober 2011.With over 10 million views the video was the fastest growing Facebook applicationever.The personalized video integrates information from the viewer’s profile into a shortclip where a disturbed-looking stalker rifles through photos and information on theviewer’s account before getting into a car and driving towards their posted address .The effect is jarring because viewer’s lives are woven into the story, pushing them toreflect on the amount of personal information they put online.
  6. 6. Abhishek
  7. 7. What is Behavioural advertisement?Matching user’s interest to the advertisementagency (OBA webpages visit, online activities)
  8. 8. What kind of information?Its not about you personal identity (for e.g. your name etc.)Information about what you are interested in? OBA, HOW? Companies use a variety of tools to collect information about yourbrowsing activity. They typically use cookies (aka " Flash cookies" or"beacons" or "tracking pixels"), which are small files stored on yourcomputer when you visit a new website. Companies use these filesto help determine your interests based on the pages you visit, thecontent you click on and other actions you take online.
  9. 9. How do Companies Know what youwant?deep packet inspection (DPI) technology to offerbehavioural advertising, For e.g. Add on, cookiesetc.
  10. 10. What Control Do I have? The "Forward I" Icon Privacy Policies & Direct Opt-Outs Browser Level Protections
  11. 11. Mitesh
  12. 12. Paradigm Shifts in Advertising Internet, social media, technology are some of the major causes of the paradigm shift in traditional advertising New Paradigm in advertising is from Marketing Mix to Relationship Marketing Relationship Marketing based on relationship building & management is a new emerging trend It includes database, interaction, strategic partnerships, alliances & network marketing Marketing has become a multi-faceted social process involving more experiences than the traditional one time sale. Amazon, Starbucks, eBay are examples of companies who have seen the gap and innovated their advertising strategies accordingly.
  13. 13. Paradigm Shifts in Advertising  We are moving from a mono-theistic “single ad performance” world, to a more complex poly theistic “many ad performance” approach.  Is both an opportunity and a threat to Marketers.  Content Marketing, Mobile apps – new methods to capture eyeballs & increase consumer engagement.  The growth & the existence of Digital universe
  14. 14. Paradigm Shifts in AdvertisingFrom ToLikability LinkabilityDisplay SearchAttention RecommendationMentions MeaningSimple ComplexLegacy LeverageDevice – Centred Person – Centred Media (liquid media)
  15. 15. Paradigm Shifts in AdvertisingSTOP STARTInterrupting EngagingDirecting ConnectingShouting Delivering ContentReacting InteractingRO Investment RO InvolvementBig Promises Intimate GesturesExplaining Revealing

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