Wednesday, June 13, 2012

Sentiment Tracking and Ad Messaging in 2012 (B8699-025)


Ad Age Digital’s 12 June 2012 article on Microsoft’s patented advertising engine, Kinect can help marketers assess people’s moods and body language in a variety of technological milieus.  The motion-sensing device will be able to harness a variety of human universal cues that will help marketers and their digital agents to refine messaging.  Sentiment tracking, which includes the interpretation of body language, facial expressions coupled with input from search queries and social networking/media sites can inform advertising participants on what tactics to use in real time.  

Ad targeting has come a long way in recent years.  In Davenport’s & Harris’ Competing on Analytics (2007), companies who use unique data, predictive modeling and forecasting will be able to identify its best customers and suggest products and services likely to appeal to each segment.  The smart device, which can show up in grocery aisles, mobile devices and other tech products takes data to a new level.  Algorithms based on the observation of people’s reactions can shift tactics, spewing ad messaging that can accommodate each person’s emotional state.  Technological advancements will help computer programs and their marketing counterparts to paint a better picture of prospective consumers.

1.) Do you think information policy and regulatory practices be adjusted to reflect consumer concerns regarding the use of people’s sentiments in advertising?

2.) Do TVs and other tech gadgets outfitted with the tracking device appeal to you?  Can you see the benefits to both the consumer and marketer?

Read the full story here: 
http://adage.com/article/digital/microsoft-files-patent-ad-serving-tech-senses-mood/235336/

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