The Changing Face of Advertising
Right now as we browse the web, cookies track our searches and movements. Our mobile and apps feed our activity and location data into to the cloud. Behind the scenes software links different data sources together to build a single customer view, feeding all that into a marketing automation platform to personalise our customer experience, or packaged and sold as programmatic advertising from publishers.
Not only that, our shopping loyalty card information; television habits; anything digital (the Internet of Things “IoT” ) into the cloud.
Metaphors help …
Our Profile: We do our grocery shopping on a Sunday, we buy Colgate toothpaste, drink James Boags Premium Lager, we’re thinking about a new car. I like and watch footy.
Earlier today, I watched the Sunday Footy Show – there was a great ad for a new Carlton Premium Pale Ale followed by a funny segment of Sterlo (the TV show host) test driving the new BMW I90. I shared the video.
All this data captured.
Later in the day when driving home from our shopping we pass the local bottle-shop – my phone suddenly pings me a message saying a new beer is on an introductory “buy now” offer and I could win a new car!
This is programmatic behavioral advertising – relevant and targeted – the right message, right medium, right time.
Data Fueled Advertising
Much of this data captured via the Apps we use – you see if it’s for free you are the product. Free to air television, Social Media apps, websites, all advertising funded; Free Internet and WiFi, Free email, Free Internet Search – all capturing data; your choice of phone, television, car – all internet enabled and feeding data into the cloud for advertising. The more eyeballs and attention the greater the data and potential advertising revenue.
Data Counter Measures
Yes, it’s all a bit “Big Brotherish” so I turn off location services on Facebook. The new iPhone I’ve bought already has ad and app blocking – my phone data now exclusive to Apple.
A digital counter movement of ad blockers, electronic do not track and eventually legislation.
Is it legal?
This raised the question of who owns our data? Right now it’s a free for all – the wild west without a sheriff.
At some stage we’ll decide which information you want to share. Yes, there’ll be an App for that (someday).
Like Apple – closed and trusted multi-channel customer ecosystems the most highly valuable brand engagement opportunity of the lot.