Missing Targets
An avid hunter’s survival disposition sneaks into play when aiming at a target. With the loaded ammunition in tow, ready to be volleyed through the crisp clear view, you aim. Shoot. Did you hit your target?
Missing targets is not a successful hunter’s favorite part of the journey, but when charting a new course, you have to refine your proficiency. As technology continues to revolutionize the way marketers successfully engage their targets, it will aid in diminishing missed opportunities.
A modernized approach has manifested itself in the minds of interested tech-investors, who have jumped at the option of serving up target-specific ads in real time. Yes, display advertising practices have been given a major facelift, with 14 units injected between the eyebrow and the forehead to ensure that a 25-year-old woman never looks at an Old Spice ad again while shopping.
Imagine you’re at your favorite department store or Dick’s Sporting Goods, and as you come into close proximity of a display signage platform, you see an ad populate on the screen that speaks to your needs, interests or desires. As you turn to walk away, another digital advertisement clasps onto the fabric of your curiosity again. Does suspicion embed itself in your instincts as you begin to ponder if you’re being hunted by some mysterious force? Well, you would be justified in feeling that way.
This enigmatic venture is artificial intelligence spawned by a New York City startup, Immersive, which is dead set on making advertisements function more like webpages. This software uses anonymous facial detection to calculate the prospect of success per impression in order to display an ideal ad… in real time. This sophisticated machine-based optimization also incorporates strategies and criteria integrated by the marketer in hopes of catching bait. Privacy is not invaded in any respect, as the divulging of personal information is not warranted or suggested. Instead the process uses APIs such as Foursquare, weather data and time of day to determine age, gender and attention span, even in large crowds.
If I were a retailer or marketer, I would be inquisitive when evaluating the effectiveness of the campaign ads served up to those targets by this software. Hopefully this advanced technology records the length of time eyes are spent gazing so as to rival other emerging targeted software practices that are based on general demographics and a facial imprint.
In this ever-evolving, survival-of-the-fittest creative marketplace, you have to be prepared to aim and shoot with a decreased probability of missing any targets. That’s what separates the good hunters from the bad.
Technology is emerging daily and forcing advertisers to try new things, what are your thoughts on such a sophisticated machine? Do you think consumer will bite the bait?
