Tag: personalised

Perceptive advertising is coming…?

not too much h20

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…

Uncanny_valley

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…

Looper Directors Commentry

Looper poster

I heard about the director’s commentary for looper via my rss reader and though it was well worth a another watch anyway after watching it at the Salford Cinema Club first time.

The idea is quite simple… Download the extra track to your phone or mp3 player. Go to the cinema again and  watch the film again with the extra sound track.

Johnson has recorded a commentary track that is meant to be heard in-theater. (Of course, he strongly cautions against listening to it on a first viewing.) Considering that the new film starring Joseph Gordon-Levitt and Bruce Willis has a much higher profile and a plot better suited to directorial untangling than Bloom, Johnson was besieged by requests from fans to repeat the experiment.

The Looper commentary is a totally different track than the version that will be included on the eventual DVD/Blu-ray release. This version is more technical and detailed, meaning don’t expect any anecdotes about how the actors got along or what the weather was like during filming. There’s an introduction up top that instructs users on how to sync up for the optimum viewing experience

The only problem I had was the introduction says to pause and unpause when the tristar logo comes up on the screen. In the UK it wasn’t Tristar, it was something else. Which caused a moment confusion and then a delay. It wasn’t too bad a delay but certainly meant seeing something then the director referring to it a second or so later.

The other thing is the volume… My headphones are a bit low and in the cinema it was sometimes hard to hear the director talking.

Overall it was a good experience and I would recommend it for films like Looper, Donnie Darko, Inception. Yes you can wait for the DVD/Bluray but its like having a friend nudging you with useful facts in the cinema.

Could this be a signal of things to come in the future? Don’t think so but if the syncing is cleared up it could open the door to much more interesting experiences and heck even personalised experiences layed on top of a mass medium. You could certainly see Perceptive Media in such a role…