This past week the New York Times had an article about the convergence of contextual advertising and Smart phones. The potential for highly targeted advertising including the use of GPS is a trend I have been discussing in this blog for over a year.
The interesting angle in the NY Times piece , “Is this an invasion of privacy?”
Regardless of ones wishes, all consumers will continue to be bombarded with advertising, much of which is the Madison Avenue equivalent of carpet bombing. As with the military version, this is a technique whose time has come and gone.
For the purposes of this article I will focus on video advertising because like many consumers, I can not tell you the last Internet banner ad I paid any attention to or clicked on.
I watch most of my video entertainment on the Internet. I frequent the websites of the major networks, as well as Hulu and YouTube. All of these sites have various forms of advertisements.
Most of these (I would say 99.999%) have zero interest for me.
These are a wasted investment with no opportunity to drive a sale of anything.
Would I prefer to see ads that were actually targeted to my interests? Of course I would. I would prefer no advertisements at all, but that is not realistic.
For me this equation becomes very simple. If I want advertisements that I would care about, the advertisers must have knowledge specific to my interests through some mechanism. The advertisers can either try to derive my interests through various contextual techniques (location, click analysis, websites frequented, purchases made, etc) or they can simply ask me.
Both of these techniques run into privacy concerns. There are fear mongers claiming that “big brother” is watching us and will do some unmentioned evils with all of this data. The questions are: What is private? What should remain private? and What forms of personal information can be revealed for mutual benefit?
I believe that information that is your medical history , your financial status, your sexual orientation, your marital status, your status as a veteran and your religion should remain private unless you explicitly release it. Basic consumer desires are fair game in my opinion.
Any person in 2009, however, who has any expectation that their Internet use, whether on a PC or a Smartphone, cannot be monitored for commercial gain is living in a fantasy world. Perhaps it is for this reason that 10’s of millions of Facebook subscribers readily reveal the most intimate details about their lives. They are just not concerned about their privacy.
If you have an expectation of privacy then never use a credit card, or make a phone call, or shop in a store, or use the Internet, or send a text message, or stay at a hotel, or use an airline, or subscribe to anything. You cannot live in modern society without leaving a digital trail of breadcrumbs that can be used for commercial purposes.
Now back to my video entertainment.
When I watch any of my favorite shows I am subjected to commercials on trucks, beer, video games, grape juice (as a cure for everything!), tax services, an assortment of female oriented products, German cars, U.S. Army recruitment, fast food, etc. All of this investment is wasted on me.
To make my video watching more enjoyable and to help save advertisers millions of dollars, I offer the following open letter to those who want to advertise to me in the future:
I will never buy a truck,a German car or an SUV. I am not interested in woman’s deodorant, and the last Budweiser Beer I drank was in High School. (Yes Mom, I did drink beer in high school) I don’t smoke, so telling me to stop is a waste of your breathe. I already have a subscription to the New York Times, so ads that try to get me to subscribe are also a waste, I only need one copy of your newspaper per day.
I am past the age of recruitment for the U.S. Army, Navy, Marines and Air Force. My kids are not interested in the military. We do support you and suggest you save the money that you use to advertise to me and use it to pay your soldiers more.
To Taco Bell, McDonalds, Wendys, and Dominos, we get it. You are fast, unhealthy and fattening. Please save the advertisements on me and work on your quality instead.
I have no interest in household cleaning products. I don’t know which one is for what mess.
I do like action movies, ice hockey (particularly the New York Rangers),baseball (Yankees), football (Jets), politics, and technology. I like the latest electronic gadgets, high definition television, anything made by Apple, and Japanese cars that last 15 years.
For Verizon, I would gladly consider switching my cable and Internet provider to your Fios service, if and when you get the one HD channel that I really care about. If you paid attention to this open letter you would know that it is MSG. Any advertising to me that does not have the words “We now have MSG in HD” is a waste of money.
I also find that a mob of guys in glasses and Verizon uniforms following me around to be creepy.
I like good wine and hand crafted microbrews. I prefer the anti-oxidants of grapes in my Chianti, not Welchs grape juice.
If you want to sell me diamonds and gold jewerly, then only send these ads to me a month before my wife’s birthday. You’ll have to get that information from her. But then, it is in her interest to tell you, isn’t it?
Now you have it. It would have taken millions in investment dollars to build the algorithm to derive this same information about me. This is a win-win. I get ads that I would at least find entertaining and focused on my interests, and you get a chance that is greater than zero of influencing a purchase decision.
I expect that the next time I watch something on Hulu, or “The Office” on NBC.com that the ads will be focused on my interests.