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Presentation by the “SUPER GROUP”




    Nirmitha   Abhishek     Mitesh
Nirmitha
 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.
 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.
Lollipop App
“Take this Lollipop” a perceptive
media prototype, is a Facebook
application that was launched in
October 2011.


With over 10 million views the video was the fastest growing Facebook application
ever.


The personalized video integrates information from the viewer’s profile into a short
clip where a disturbed-looking stalker rifles through photos and information on the
viewer’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 to
reflect on the amount of personal information they put online.
Abhishek
What is Behavioural advertisement?


Matching user’s interest to the advertisement
agency (OBA webpages visit, online activities)
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 your
browsing activity. They typically use cookies (aka " Flash cookies" or
"beacons" or "tracking pixels"), which are small files stored on your
computer when you visit a new website. Companies use these files
to help determine your interests based on the pages you visit, the
content you click on and other actions you take online.
How do Companies Know what you
want?


deep packet inspection (DPI) technology to offer
behavioural advertising, For e.g. Add on, cookies
etc.
What Control Do I have?




             The "Forward I" Icon




      Privacy Policies & Direct Opt-Outs



                         Browser Level Protections
Mitesh
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.
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
Paradigm Shifts in Advertising


From               To
Likability         Linkability
Display            Search
Attention          Recommendation
Mentions           Meaning
Simple             Complex
Legacy             Leverage
Device – Centred   Person – Centred Media (liquid media)
Paradigm Shifts in Advertising


STOP                  START
Interrupting          Engaging
Directing             Connecting
Shouting              Delivering Content
Reacting              Interacting
RO Investment         RO Involvement
Big Promises          Intimate Gestures
Explaining            Revealing
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment
Paradigm shift in advertising, Perceptive media, Behavioural Advertisment

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Paradigm shift in advertising, Perceptive media, Behavioural Advertisment

  • 1. Presentation by the “SUPER GROUP” Nirmitha Abhishek Mitesh
  • 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.  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. Lollipop App “Take this Lollipop” a perceptive media prototype, is a Facebook application that was launched in October 2011. With over 10 million views the video was the fastest growing Facebook application ever. The personalized video integrates information from the viewer’s profile into a short clip where a disturbed-looking stalker rifles through photos and information on the viewer’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 to reflect on the amount of personal information they put online.
  • 7. What is Behavioural advertisement? Matching user’s interest to the advertisement agency (OBA webpages visit, online activities)
  • 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 your browsing activity. They typically use cookies (aka " Flash cookies" or "beacons" or "tracking pixels"), which are small files stored on your computer when you visit a new website. Companies use these files to help determine your interests based on the pages you visit, the content you click on and other actions you take online.
  • 9. How do Companies Know what you want? deep packet inspection (DPI) technology to offer behavioural advertising, For e.g. Add on, cookies etc.
  • 10. What Control Do I have? The "Forward I" Icon Privacy Policies & Direct Opt-Outs Browser Level Protections
  • 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. 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. Paradigm Shifts in Advertising From To Likability Linkability Display Search Attention Recommendation Mentions Meaning Simple Complex Legacy Leverage Device – Centred Person – Centred Media (liquid media)
  • 15. Paradigm Shifts in Advertising STOP START Interrupting Engaging Directing Connecting Shouting Delivering Content Reacting Interacting RO Investment RO Involvement Big Promises Intimate Gestures Explaining Revealing