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`know that as a male of a certain age, I'm supposed to watch one group of TV
`But one night last fall I found myself questioning my demographic identity. I
`about term life insurance, even if Ed McMahon himself tells us we should.
`something male demographic does not wear diapers. And we do not care
`majority of my tattoo-sporting, option-cashing, nest-egging, twenty-
`I am in full control of my bladder. Statistically, this is not surprising. The vast
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`By Matt Carmichael. Published on April 17, 2000.
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`Welcome. This is your first of seven free items this month.
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`(Macintosh Classic, of course) and bit down hard. It looked so shiny.
`AT&T Corp. robbed me of my innocence. It's like I was handed an Apple
`
`Genesis
`
`most-advertised brands.
`
`Check out ranking of 200
`
`nation’s most-advertised brand in 2012.
`
`U.S. measured-media spending of AT&T,
`
`first look at its beginnings.
`tool of Internet advertising. To truly see where the banner is headed, we must
`in importance. One area where we'll see this is the banner ad, that maligned
`Direct promotions, especially ones with wireless components, will only grow
`
`Telecommunications
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`AD AGE DATACENTER
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`purchase pattern to your zip code, gender, etc., in exchange for discounts.
`chain will give you a card that tracks everything you buy while tying that
`personal information for discounts or other perks. Almost every supermarket
`everywhere. People more and more are getting used to the idea of trading
`Direct marketing is not a new phenomenon. Loyalty programs are
`
`convergence of data.
`be some of that going on. The future for interactive advertising is about the
`Because the future is not about the convergence of media, although there will
`
`least for my own use.
`screen to roughly the same probability of my ever buying such a product, at
`reduce the probability of a feminine hygiene product ad showing up on my TV
`The future of interactive advertising is a bright and happy one, because it will
`
`shouldn't have to see ads for Depends.
`feeling, thank you very much. If I'm watching the "Golden Girls" on Lifetime, I
`couple of weeks; and I have never and will never have that not-so-fresh
`things with my credit card; I pick up the same foods at the same market every
`I am the same person no matter what TV show I'm watching. I buy the same
`
`been drinking a Bud Lite, smoking a Virginia Slim and reading Foreign Affairs.
`flipping back and forth to "Ally McBeal" (not my demo). I might as well have
`messing up my profile by watching "Monday Night Football" (my demo) and
`programs, drive a certain car, drink certain beverages. But there I was,
`
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`marketing.
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`leaders that have embraced Big Data
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`marketing analytics and get tips from
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`Leverage Big Data for Big Results.
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`So what's next?
`
`distract from the content. Yet that's what advertisers get on Web sites.
`newspaper with ads all over its front page, doing everything in their power to
`Advertisers have a prime bit of real estate on Web sites. It's hard to imagine a
`
`sales director for ad network 24/7.
`"If the banner is dead, it's a very active corpse," says Peter Shield, European
`
`bit too hard.
`outlets trying to be the first to publish the banner's obit. And probably trying a
`Today's banners aren't doing so well in the press department, with news
`
`FLASH FORWARD
`
`banner.
`HotWired content continued to come our way, then so be it. Bring on the
`perfectly happy to be ad-supported. If AT&T was going to ensure that
`that information wants to be free, we're willing to concede that it is also
`But we were smarter than that. While we all believed, and many of us still do,
`
`perhaps even boycott -- the first major Internet advertisers.
`denizens of this nouveau-hippy Internet would protest, scream about --
`and he was involved in that first buy on HotWired. His biggest fear was that
`media buyer at Messner Vetere Berger McNamee Schmetterer/Euro RSCG,
`although we'd never met. Now VP-sales at eGroups, Mr. Comfort was then a
`And, while I didn't know it then, free power: Steven Comfort was afraid of me,
`
`stripped, I was also given a gift: free knowledge.
`the world of commercialized Web content. But as some of my net.idealism was
`was taken away from HotWired, carried over to the AT&T site, and I entered
`for me now," and my mouse drifted into that 468x60 space for the first time. I
`thought, "Hmmm, wonder what those crazy kids at HotWired have cooked up
`a graphic asking, "Have you ever clicked your mouse right here? You will." I
`One day in 1994, I went to HotWired, as I did most days back then. There was
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`http://adage.com/article/news/ad-s/58735/
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`This Ad's for You | News - Advertising Age
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`* Once consumers have opted-in, all sorts of targeted messages will reach
`
`lured with free or discounted cell phone time or free wireless devices.
`and the right to contact them in very personal ways. Consumers could be
`* Marketers will offer incentives to consumers in exchange for personal data
`
`coming years will be the ones that can communicate in all media at once.
`devices; some people will have all of them. The marketers that will win in the
`have cell phones; some will have two-way pagers; some will have Palm-like
`* Everyone will have some sort of wireless communication device. Some will
`
`in combinations of online, offline and sansline:
`Here are some things we see coming as marketers figure out how to advertise
`
`ADS EVERY WHICH WAY
`
`of as a banner will stay on Web sites.
`wireless won't be a great medium to reach consumers. But what we now think
`road: Banners on cell phones won't really take off. Which isn't to say that
`Here's the prediction I'm most likely to regret making five years down the
`
`and down, it changes the banner on all the sites it's running on at once.
`take data about stock and pricing from a warehouse, and as numbers go up
`database content to be delivered to gif banners in real time. Today. Mojo can
`time using Flash and Generator. MediaPlex's Mojo Works technology allows
`some great technologies already in place. Banners can incorporate data in real
`If you want to go a step further and sell stuff through your banners, you've got
`
`customer loyalty.
`some cool content on the sites of your choice, and use the Web to build
`your reach, take your logo and slap that puppy all over everything. Sponsor
`you're a marketer with well-established brands, and you're looking to expand
`which are using banners as a component of their branding campaigns. If
`better graphics and animation. And that will be fine for some marketers,
`Banners will use more Macromedia Flash in the near-term. They'll use sound,
`The banner will live on happily but start to do more in the same screen space.
`
`http://adage.com/article/news/ad-s/58735/
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`This Ad's for You | News - Advertising Age
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`At about this same time, you'll get an e-mail from the dealer inviting you in
`
`you're told. You'll love it.
`you're there, you might want to test drive the new 2006. It's really great,
`you your brakes need fixed at your nearby dealer, and will suggest that while
`right to show an ad to 10,000 folks who own the 2004 model. The ad will tell
`You'll see a commercial from your current car company, which bought the
`
`oil-change provider of the TV company.
`certain oil-change company, which paid handsomely to be the official
`change will be compliments of your TV provider, and it is good only at a
`because you'll tell it for the free oil change you're offered in exchange. The oil
`watching, no matter what the show. It will know what kind of car you own
`company might look like this: Your interactive TV will know that you are
`In this brave advertising future, a customer loyalty campaign for a car
`
`Revelations
`
`music, every prop becomes salable?
`able to control the setting of a show if every bit of clothing, every piece of
`click on objects you see in shows and buy them, it's all over. Will any writer be
`* Interactive TV will bring the scariest advertising changes. When you can
`
`and marketers are only starting to figure out how to tap these resources.
`worked, but you're a sucker for anything more than 15%. The data is out there,
`you'll want a grande skim decaf and that in the past a 10% discount hasn't
`on your latte." Starbucks will know that latte is your beverage of choice, that
`message like, "You're only a block from a Starbucks; stop in for a 20% discount
`phones will be the norm. Imagine your cell phone getting e-mail with a
`The day is coming when global positioning systems embedded in pagers and
`
`Comfort of eGroups.
`from home. "The irony is, e-mail has been in front of us for so long," says Mr.
`just for companies that want you to lose weight as you earn your diploma
`them anywhere. E-mail will be an important medium for advertising, and not
`
`http://adage.com/article/news/ad-s/58735/
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`This Ad's for You | News - Advertising Age
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`Matt Carmichael is a VP of Journal Communications and editor of Livability.com.
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`Matt Carmichael
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`News
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`In this article:
`
`Depends.
`for you and nobody else. Is that a good thing? Is that progress? I guess it just
`Everywhere you go, ads will find you. If you let them. But they'll be your ads --
`
`advertising will decrease dramatically.
`be rewarded with targeted advertising, and the signal-to-noise ratio in
`Yes, advertisers will know everything about their customers. Customers will
`
`right?
`to do is be loyal in return. Is your privacy being violated? Not if it's all opt-in,
`make sure your life is simplified by remembering all this for you. All you have
`Your relationship with the dealer is important to your dealership, which will
`
`phone instead.
`appointment will be booked. Or perhaps you'll get an e-mail on your cell
`times. If you click "OK," it will beam that info to the dealer, and your
`fixing. It will check your datebook, see when you're free and suggest some
`dealer RemindMe service you signed up for, noting that your brakes need
`Meanwhile, your Palm device will have an appointment beamed to it from the
`
`The e-mail will include a link to the Web site about the new car.
`and offering a coupon for brake replacement if you test drive the new 2006.
`
`http://adage.com/article/news/ad-s/58735/
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`This Ad's for You | News - Advertising Age
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`Apple 1012
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