Remember that scene in Minority Report when Tom Cruise enters a Gap Clothing store and is immediately met with a barrage of images? He’s recognized and specifically addressed by digital advertisements. They detect his personal preferences and target him for items that fit those preferences. The year was supposed to be 2054, but with the way things are going, that the year was so far into the future may be the most implausible part of the entire scene.
Technologies like video on-demand and mobile viewing devices have opened new doors in the world of consumer preferences. Nowadays, they know what they want, and when and how they want it. So, it was only a matter of time before advertisers started to discard the practices required for mass marketing and refocused their efforts in a new direction. That direction was a beeline straight for the consumer.
Addressable advertising combines the wide reach of television with the accountability of direct marketing. Companies are now able to track online or mobile web activities like sites visited, the type of content viewed, and the lengths of visits. Furthermore, certain algorithms can detect behavior patterns to form consumer profiles as well. With all this new information, advertisers can get a pretty good idea of who they need to be talking to, and the kind of language that audience prefers.
In advertising, the age of interruption has come to an end and the era of optional has arrived. People have more choice in what they watch, so it’s no longer about reaching the most people, but the right people. The old Times Square method of throwing a bunch of crap at a wall and hoping something sticks is not sustainable in the online environment. Now, it’s a single dart and a bullseye.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, a commercial production, or a feature film, KVibe offers the total package of multimedia services from development through distribution.