Towards personalized advertising

Description:

The next couple of years, we will see a development in the direction of more personalized advertising. Nowadays advertising is in most cases not focused on the individual needs, wishes etc of a client. Therefore, traditional advertisings are very inefficient. The increasing possibility for advertisers to customize their adds will increase the effiency of adds.

Enablers:

• (Broadband)Internet : (broadband) internet makes it possible to...
• People's willingness to provide personal data : Information can be accessed, delivered and acted upon in real time by the user without the start-up time required for a desktop PC
• Techology : The technology to gather and interprete personal data is becoming better and better

Inhibitors:

• Privacy violations
• People's increasing ability to ignore adds

Paradigms:

When personalized advertising will occur, the traditional advertising media do have a problem. Especially newspapers, magazines and radio are non-personalized media, they provide adds for broad target groups. Media like the Internet and maybe TV will benefit because they are able to provide personalized adds. Therefore, advertisers will change their focus from advertising in traditional media to personalized media. Traditional media will suffer losses.

Experts:

• Google
• MIT Advertising Lab

Timing:

• e.g. In 2010, 80 percent of advertising spendings will go to personalized adds.

Web Resources:

Personalized advertising on Findory