Tag Archive for 'targeting'

The beginning of something new for advertising?

Sep

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Tags: ads, facebook, online advertising, rating, segmentation, targeting, trendwatch.

Yep, it’s Facebook time… again! Facebook’s been getting a lot of coverage from us… even though I think they shouldn’t have messed with it - personally I liked the old one better.

But this short post isn’t about those changes; it’s about changes in advertising! Did you notice that now you can rate ads on Facebook? Thumbs up or thumbs down? And on top of that, you can choose the reasons why you liked/disliked that particular ad…

Well, this is a first timer for me and I think this is very fair. If you can rate just about anything on the web nowadays, why shouldn’t users be able to rate the ads that target them?

The question is: what will Facebook do with user feedback? Will it charge advertisers more for unappreciated ads? Or will it use this intelligence for upgrading its targeting capabilities, besides its demographic and interests segmentation criteria?

Your opinion is most welcome.

Because using your sleeve just isn’t cool.

Feb

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By jonathan

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Tags: advertising, Japan, targeting, trendwatch.

So small, so lightweight, so useful, and such a great marketing/advertising tool! Ah yes, the tissue packet has more uses then for just blowing your nose and wiping your personal areas in Japan.

In larger cities (usually very close to train stations) you can find a small group of people standing around handing out packets of tissues. This small packet contains a little flyer that is on top with an advertisements varying from adult bookshops, English schools, mobile companies, and more.

These people handing out the packets have one job. They are told which specific demographic to hand the packet to. Say the advertisement is for a women’s spa, generally the target demographic would be women (obviously) ranging from ages of 20+. So thats who they would hand the packets too.

While I was living there I really needed a tissue. I walked past the group of “Givers” and they handed me nothing. So I walked back and walked through the group again. Again, nothing. Finally I had to ask a girl if I could have a pack, because I really had a lot of hana mizu (nose water) dipping from my nose. I thanked her, looked at the ad and read the advertisement for a Men’s Host Pub (thats where women pay for the company of a nice beautiful man, enjoy drinks, and talk about “things”). So I guess I wasn’t the target they wanted to reach…

I feel there is a reason though why it works in Japan, and not here in America. Often times you can’t find toilet paper in a public restroom. In restaurants a small moist rolled towel is given too you, but napkins are not. At each table it’s not uncommon to find a whole box of tissues to use instead.

I do feel this is an excellent way to reach the target demographic and how they can refuse? A tissue is one of the most useful, multipurpose inventions ever created. Plus it’s free so how can someone resist?

Eurovision 2.0

Feb

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By carmen

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Tags: Acquisition, banner advertising, internet, myspace, opensocial, targeting, trendwatch, web2.0.

The Eurovision Song Contest is an annual competition held among countries of the EU. Each country submits a song to be performed on live TV and then casts votes for the other countries’ songs to determine the most popular song in the competition. It is one of the numerous Song Contests with the difference that Eurovision had been around every year since 1956.

This year, with the claim “Save Eurovision” Spanish public TV has decided to take a fresh approach to the Spanish presence on the Song Contest and so they’ve decided to use MySpace to select this year’s Spanish candidate.

MySpace is the main social networking site used by emerging singers and groups to promote their music. And because of this they have decided to give the opportunity to these social talents who are more present on the web.

TVE director has said that “even though the Song Contest is still working well, they want to give it a new profile and open it to a wider participation”. I have to say that for me the festival has become really old fashion and I agree that by opening to the younger consumer will help to create hype. The MySpace group already has 243 candidates to be the next Eurovision singer and 1700 friends (huge participation compared to previous years when it was broadcast on TV). Having said this, the festival organisers will need to work on the event too and realise we are not in 1968 anymore.

The 5 most voted songs will go to the final election event broadcast by TVE on the 1^st of March and the public will vote for their favourite via SMS and phone calls.

It’s a big step for traditional Spanish public TV to take this approach; there has been a lot of positive coverage on Spanish media, and it’s done a lot to their image.

Other countries have been doing that for 10 years, it’s Pop Idol, but I guess it’s a revolution for a traditional country like mine.

Hit Targets like William Tell

Jan

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By manuel FAISCO

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Tags: genetics, marketing, media planning, precision, targeting, targets, trendwatch.

Target doggy
As new ideas and technologies increasingly emerge from start-ups or restless minds everywhere, Marketing initiatives are now hitting the bullseye more accurately than ever. The old, 20th Century social and demographic targeting may soon be replaced by more scientific approaches, that truly reduce advertising budget’s waste.

Take “Target“, for instance. This is a website where you can keep lists of stuff you like, reminders for birthday presents, suggestions for gifts to family and friends, lists for vacations and many more. You can share your lists with whoever you like, and also consult other people’s lists. Well, this opens up a whole new form of ad targeting: shooting your message to targets who are already self-prospects and who need your final push to make that purchase or take a shift from a competitor’s product to your own. Besides, imagine being able to access and analyze the data gathered in those servers… sneaking into consumer’s expectations and aspirations.

An even more scientific approach may soon be possible through sites like ScientificMatch.com. This could be just your regular match-making platform, but instead it is The “love lab”. By registering, users provide genetic info for full genetic compatibility tests between them and their possible matches.

As they put it:

We’re the only introduction service that creates matches with actual physical chemistry. Our patent-pending technology uses your DNA to find others with a natural body fragrance you’ll love, with whom you’d have healthier children, a more satisfying sex life, and more. Our personal-values-analysis provides a deep spiritual bond, to complete your path to truly amazing relationships.

So this is good news for everyone. Now we can’t go wrong! And once brands start to explore these new ways of precision targeting, neither will them. Brands just have to figure out a compatibility pattern between their products and certain genetic groups (through geneticaly clustered trials). After that, they’ll be able to identify, aim at their targets with surgical precision, and fire away.

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Tag Archive for 'targeting'

The beginning of something new for advertising?

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Because using your sleeve just isn’t cool.

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Eurovision 2.0

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Hit Targets like William Tell

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