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Relief for pressured TV ads?
Have you heard about adaptive ads?
Perhaps you’re more familiar with shape-shifting ads? No, it’s all new to you?
That’s fine, Visible World, based in New York City, is just starting to gain ground with a smart technology that brings a powerful toolset for advertisers that consumers will most probably appreciate, a lot.
Start with the numbers.
The average US household watches around 30 hours of TV per week while being bombarded by over 700 ads! TV advertising must evolve or risk losing ground. Why? Because local advertisers need to reach their intended audience with the right message to stay relevant… and somewhat interesting.
Using Visible World’s adaptive ad technology, the advertiser can continuously refine his message. This means an airline who just filled all planes to destination “A” can immediately start announcing destination “B”, therefore aligning advertising a lot more closely to its changing business. That’s a revolution, for TV!
While traditional ads tend to be both irrelevant and repetitive for consumers, they’re supposed to be entertaining and informative. This means mass marketing is about to become local… very local. Even more so, Visible World is already talking about personal interests and communities. Consumers are treated as important individually instead of an anonymous heard of “dumb walking wallets”.
A TV station using this kind of technology sends a powerful message to local viewers and small businesses alike. It’s a clear message. The internet’s PPC model isn’t the only one, anymore, that can reach targeted local consumers.
Wired has published an interesting article called “The Ad Scientist“. It’s about Visible World and the people who worked quite hard to make this technology a viable alternative to the rather boring “traditional” counterpart.
Why is this all so important?
Because most of us watch TV and little to no advertising spots actually change our shopping habbits. What would happen if a new technology were to ensure that over 80% of the ads we are shown precisely and intelligently target our local lifestyle?
That’s right, it’s most probably going to look like the PPC-craze all over again… but on TV!
Perhaps Visible World is on to something…
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