Towards personalized advertising
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Inhibitors
- Privacy violations: a lot of people worry about the decreasing level of privacy.
- People's increasing ability to ignore ads: people use popup-blockers to skip ads on the Internet and special devices to skip TV ads.
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 ads for broad target groups. Media like the Internet and maybe TV will benefit because they are able to provide personalized ads. Therefore, advertisers will change their focus from advertising in traditional media to personalized media. Traditional media will suffer losses.
Experts
- 24/7 Real Media
- MIT Advertising Lab
Timing
Personalized advertising is already happening, e.g. look at Google's way of showing ads based on what a customer is searching for. The coming years personalized advertising will increase rapidly.
Web Resources
- http://glinden.blogspot.com/2005/05/personalized-advertising-on-findory.html
- http://www.pitt.edu/~esther/papers/CustomizedAdvertising.pdf
- http://www.247realmedia.com/about/press_2005/2005-11-08.html
- http://adverlab.blogspot.com/
- http://www.newsofthefuture.net/index.php?/archives/34-April-04,-2009-Advertising-Personalized-Harley-Davidson-ad.html - A concrete Scenario. In advertisement-movies, the license-plate could be changed depending on the IP-Address of the viewer.