Week 43 - The Future of Interactive Dynamic Advertisement

What did we do?

During the last two weeks we did a lot of brainstorming and did some desk research, which led us to various ideas in the area of dynamic advertising. We decided to focus on one specific topic: extreme targeting. That means that we believe that within the next 15 years advertising will be very personalised, time-dependent and dynamic.
Within extreme targeting we identified four areas of relevance which the ad can adapt to (be dynamic):

1. Content: The theme of the magazine.
2. Time: The time when the magazine is being read & the period of time the ad is shown.
3. Location: The country/city/street in which a magazine is read.
4. Personal Attributes: The age group, habits, interests and the cultural background of the reader.

Our idea is that in future it will be possible to create a perfect match between readers, ads and digital magazines. In order to achieve this we determined different properties of the different players which must be stated in order for the matching to be possible.
Each ad will be tagged with properties such as:

1. Size/price/reach of ad,
2. Content it should be related to,
3. Time slot and period it should be shown,  
4. People it should be shown to based on their personal information, such as the location they are in and their personal attributes such as interests, age, gender, habits and cultural background.

We believe that the ad properties should be sorted by priority, meaning that e.g. the magazine a car ad is shown in is the most important property of an ad, whether however the person reading the magazine is 20 or 50 years old is not quite as relevant and can therefore be ignored if necessary.

 

The reader properties on the other hand will provide information on the reader concerning the above mentioned attributes (content, time and personal information).

With this information matching ads can already be found. In order to match them to the requirements of the magazine, these already derived ads will be selected according to a magazine filter which includes the following criteria:

1. Ratio between generalised and personalised ads
2. Brand types the magazine wants to be associated with
3. Size / price / reach of ad space

Here you can see a visualisation of the mentioned players and how they match.
By identifying these three players and how they could interact with each other we found a way to enable digital advertising which is dynamic depending on the (digital) magazine that is being read, the time and location it is being read in and the person it is being read by. This graphic also revealed scenarios to us where revenues can be made, if only two of the three players’ properties coincide.

What will we do?

After receiving a more concrete idea of how advertising will become dynamic, we will continue developing it and further look into the interactivity of advertisements in the future. Aditionally we will investigate which target groups will be relevant for this idea.

Problems?

Privacy: We recognised the problem that many people are very careful concerning their privacy online. Therefore we assume that in future there will be general settings on the Internet, over which everyone can easily regulate which personal information will be handed on to which party. Our idea will mainly focus on those people who are interested in receiving targeted advertisement and consequently are willing to share personal information.

Changes

In the last week we have narrowed down our thoughts to one specific idea. We have for example ruled out the our idea about senses in technological devices.