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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