Archive for March 27, 2009

really, what is targeted advertising anyway?

Tell me, who are you? (who are you? who, who, who, who? )
cause I really wanna know (who are you? who, who, who, who? )

Much is being said about ‘Advanced Advertising’ in the trade press, articles, marketing papers and suchlike. It is often used so casually, almost with the underlying assumption that the listener has a thorough understanding of what is meant by the term. Speak to a few different media organizations, vendors and media buyers and the disconnect becomes readily apparent.

All advertising is not created equally, and neither is the technology required to deploy it. This is especially true of targeted advertising. And, it really gets hard to create a common business eco-system if everyone’s understanding is different!

Recently, the term of “Advanced Advertising” has slipped into the technology vernacular. It is a very clear euphemism for Targeted advertising, but seems to be trying to mask the very personal, perhaps intrusive nature of advertising, portraying it as somehow a sophisticated, more user friendly, less threatening, high-tech way of selling the same old pimple-cream. Let’s get basic here. This is about marketing. Marketing is about defining and targeting the right audience for the product or service – plain and simple. No need for window dressing in the vain hope that we can slip something in on the unsuspecting public.  Till then we may well be obfuscating, describing different problems and solutions, all nicely disguised as Advanced Advertising. We’ll be creating different standards,  different solutions and different busines practices. Each one better than the next, and all ultimately unusable because none have sufficient critical mass.

Tell me it isn’t so… I’m listening.

PS. So what am I doing about it? Creating a common framework for classifying multi-media targeted advertising. Stay tuned.

March 27, 2009 at 2:34 am Leave a comment



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March 2009