Hardware, software and expert advice for digital signage and kiosks
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Hardware, software and expert advice for digital signage and kiosks |
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SignageWire: Feeding the digital signage and kiosk hype machineBehavioral Marketing: 'It's Only Going To Get Creepier'Author: WireSpring on 2008-07-23 11:46:22 MediaWeek notes that:Today's behavioral marketing is just a taste
of what's to come, according to David Martin, the director of
interactive media for Ignited, who predicted "It's only going to get
creepier" during the OMMA Behavioral conference on Monday. But Martin
and his fellow panelists also agreed that behavioral marketers will
also move to moderate the discipline in ways that protect privacy.
Starting with the dramatic predictions, Martin opined that "Minority Report isn't so far away," including the delivery of behaviorally targeted advertising in public places. "Digital and addressable media will go from just your PC to your living room, your kids at school, in your car, at work." Martin predicted this would essentially mean a coordination of behavioral targeting, mobile distribution and place-based video or interactive digital displays. Our take: Thankfully, most of the people working on these programs are not complete idiots, per this additional quote from the article: But OMMA panelists agreed this kind of
messaging could well lead to consumer backlash if it went too far, and
generally endorsed a conservative approach to behavioral marketing.
Above all, they agreed that marketers should voluntarily limit their
sources of data, to avoid alienating consumers who are concerned about
issues of privacy. Now whether or not the organization (or any other) will find a way to effectively preserve consumer privacy and rights while still providing marketers with the additional data that they crave remains to be seen. Without a legal or economic stimulus to do so, we have slim hopes. Comments (0)
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Previous Article: Geico Rocks Ecast Network with Caveman Promotion Next Article: NEC's ad system pumps out spots based on gender, age LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2008 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.
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Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.
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