Towards personalized advertising
Description:
The next couple of years, we will see a development in the direction of more personalized advertising. Nowadays advertising is in most cases not focused on the individual needs, wishes etc. of consumers. Therefore, traditional advertisements are in most cases very inefficient. The increasing possibility for advertisers to customize their adds will increase the effiency.
Enablers:
- (Broadband)Internet: (broadband) internet makes it possible to customize the advertisements because advertisers will be able to gather detailed customer data regarding e.g. their shopping patterns.
- People's willingness to provide personal data: an increasing number of consumers have no problems with providing their personal data when they get something in return (e.g. Gmail).
- Technology: The technology to gather and interprete personal data is becoming better and better.
- Individualism: people are becoming more and more individualistic and therefore they will appreciate customized adds.
Inhibitors:
- Privacy violations: a lot of people worry about the decreasing level of privacy.
- People's increasing ability to ignore adds.
Paradigms:
When personalized advertising will occur, the traditional advertising media do have a problem. Especially newspapers, magazines and radio are non-personalized media, they provide adds for broad target groups. Media like the Internet and maybe TV will benefit because they are able to provide personalized adds. Therefore, advertisers will change their focus from advertising in traditional media to personalized media. Traditional media will suffer losses.
Experts:
- MIT Advertising Lab
Timing:
- Difficult to be specific, but the next 5 years personalized advertising will increase a lot.