Google wants to bring TV ads into the 21st century. The company has quietly announced a new local advertising service for Google Fiber that will make TV ads behave a lot more like internet ads. Using data from its set-top-boxes, Google (and advertisers) will know precisely how many times a particular local ad has been watched in homes with Google Fiber service. That might not sound like a big deal, but the industry-standard Nielsen ratings simply don’t offer that kind of information. Like on the web, Google will only charge for the number of views an ad receives.
We all knew it was coming but I always wondered why Google and the other data driven companies hadn’t really done anything about the massive opportunity of personalised marketing?
It’s not yet clear precisely how the system will work, but, similar to Google’s cornerstone AdWords business, algorithms might determine the best time to show you a certain ad. For instance, if you’re watching the news before flipping over to the football game, the system might determine that you should be served a different ad during halftime than your buddy who switched over to the game from Pawn Stars. Google says it will even be able to swap out ads on DVR’d programs, so you won’t be served an old or irrelevant advertisement if you watch a program a week after it originally aired. Fiber customers will have an option to disable ads based on viewing history
But that is just the start. There is still the notion that the adverts are solid pieces for media which must be played from start to the end. This is a mistake, which will break down over time. Context is king yes, but there is big question about how personal you should get?
Something Doc Searls talks a lot about… and cue the Uncanny Valley graph…
I am worried that in the rush to deliver context sensitive advertising and marketing, there will be too much which falls into the uncanny valley space. So much it will ruin the great uses of data and context like Perceptive Media. I always said it was little friendly touches not a sledgehammer to the face or other senses…