John Battelle pointed me to an excellent article by Kevin Kelly called “A new corner in the future of advertising“. In this in-depth analysis Kevin suggests that the introduction of Google Gadget adds might lead to a future in which the publisher, that is you, chooses which adds can be displays. I talked earlier about such a future, although I speculated on it from a user/consumer perspective. For more on this see here. Kevin shows that the technology is there to do this. He also describes a model in which more traditional advertising (advertiser decides which ad goes where) can live side by side in a world where you decide. I really like this. Not only can it help reduce the number of non-interesting adds I am confronted with on the Internet, but I think if we can unleash the creativity of the community, adds might just become fun! I had a great time looking at some of the best community made commercials for Firefox. I like this one for example. Who knows, advertisement might just become fun again.
A new corner in the future of advertising
This entry was posted in advertisement, Firefox, future of advertisement, Google Gadget Ads, John Battelle, Kevin Kelly and tagged advertisement, Firefox, future of advertisement, Google Gadget Ads, John Battelle, Kevin Kelly. Bookmark the permalink.
Not only fun, but I think we could get to a point where ads become almost *features* (gasp!). But to reach that point, like you say, the consumer has to have some say in the matter — consumer-generated advertising. I don’t mean this in the creative/production way, but in the way of “advertise this sort of stuff to me”.
I don’t think this will work with explicit data — too much to ask for from the user. We’re working on using implicit profiling data, but then coupling a value proposition to that data (not the ads BTW) and offering 100% control.
Jordan, thanks for your comment. I agree with you on tyour remark “advertise this to me”. I don’t want to put too much effort in ads, but if I am going to see them, why not ensure I get the intersting ones. A simple solution might be to let the user simply select categories of advertisement. I’m into sports today, or beer or whatever. Or, let the user simply select a mood button (feeling gloomy) , or a profile button (i’m a metro guy), and the ads can match the user selection. Any takes on this? Other simple ideas that might just work?
Pingback: Matching advertisement to consumer profiles part 2 « Alexander van Elsas’s Weblog on new media & technologies and their effect on social behavior
In general, I have doubt that anyone can count on users to provide explicit clues/indications. I think they expect publishers to figure it out for them, and the challenge is to directly couple the act of profiling to user value — in order to drive that virtuous cycle.