The eyes are the window to the soul, so what can we learn through eye-tracking and big data that can give us the ads we truly want to see.
As marketing moves from traditional mediums to digital media Kristi Rogers makes the claim that finance has been way ahead of advertising in their predictive mathematical features by about 40 years. With such a head start on advertising the finance industry is booming while the advertising industry is going through a reinvention and struggling to find their feet in the new data revolution.
Can advertising learn from finance and help use the massive amounts of data to target audiences better?
The future has been envisioned before in the personalized space from eye-tracking and identifying technology in the movie Minority Report all the way back in 2002. This intense, and to some hellish looking, advertising conglomerate future is becoming our reality in our digital spaces that we inhabit.
But can we make this personalized advertising more gentle, more natural, a pull rather than a push?
With the Palace resorts and the personalized marketing eye-tracking technology where on the microsite they can take a 'quiz' with their computer's webcam:
It speaks of a 'what type of animal are you?' facebook quiz but with eye-tracking tech, so the personalized eye-tracking tech of Minority Report is lacking in this campaign. But will eye tracking replace keyboards or at least gaming controllers and make the digital world more seamless?
Maybe something a little closer to the Minority Report future is the Magic Trick billboard in Quebec during the magic festival there. By Lg2 it uses eye-tracking to guess the card you chose in the magic trick of the game. Can advertisers use the same technology to 'read your mind' and find the best ads to give you, to guess what you truly want? More fun than the quiz but still a long way from the seamless interaction of the future.
Question 2 What is your experience with ad targeting on social media, when do you think it is appropriate And when do you think it has gone too far?
Like the magic trick advertisement ad from Lg2 advertising predicting your wants and desires through eye tracking, or click-throughs can feel intrusive when not consented to. For myself, I know that like Kirsti Rogers from the first video on the blog I find it very annoying when I get ads for an item I have just bought. Currently, I find ads helpful when I get native advertising about film equipment or editing techniques.
Some of them I find very helpful and find their suggestions with products I would buy or rent for a project or future films.
When it went too far was when I was using the app 'My fitness pal' on my phone where I log in my food and exercise to keep on track. I put in a beer and I immediately got an ad for a light beer of only 90 calories, I was like... that is super creepy. So it can go far sometimes, very helpful, but a little too in your face.
Predictive marketing that can read your mind. I have often said the only thing missing from the internet is for it to tell you what you want before you know you want it. I don't think we're there quite yet but if we have the same mathematical foresight that the finance industry discovered, we may not be all that far off.
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