3. Perceptive media has been defined as either video or audio media that
instinctively adapts itself based on the information it is able to gather
on an individual user.
It is based on using implicit or explicit information such as the location
of the viewer or their program viewing preferences.
This information is then woven, either subtly or explicitly, into a
narrative which is predetermined by the storyteller.
4. The research and development team at BBC have lead the hype and
exploration around this innovative approach to media.
Ian Forrester, a member of the team at BBC, sees perceptive media as a
way to remove the broadcast technology barrier between the
storyteller and the audience.
5. Lollipop App
“Take this Lollipop” a perceptive
media prototype, is a Facebook
application that was launched in
October 2011.
With over 10 million views the video was the fastest growing Facebook application
ever.
The personalized video integrates information from the viewer’s profile into a short
clip where a disturbed-looking stalker rifles through photos and information on the
viewer’s account before getting into a car and driving towards their posted address .
The effect is jarring because viewer’s lives are woven into the story, pushing them to
reflect on the amount of personal information they put online.
7. What is Behavioural advertisement?
Matching user’s interest to the advertisement
agency (OBA webpages visit, online activities)
8. What kind of information?
Its not about you personal identity (for e.g. your name etc.)
Information about what you are interested in?
OBA, HOW?
Companies use a variety of tools to collect information about your
browsing activity. They typically use cookies (aka " Flash cookies" or
"beacons" or "tracking pixels"), which are small files stored on your
computer when you visit a new website. Companies use these files
to help determine your interests based on the pages you visit, the
content you click on and other actions you take online.
9. How do Companies Know what you
want?
deep packet inspection (DPI) technology to offer
behavioural advertising, For e.g. Add on, cookies
etc.
10. What Control Do I have?
The "Forward I" Icon
Privacy Policies & Direct Opt-Outs
Browser Level Protections
12. Paradigm Shifts in Advertising
Internet, social media, technology are some of the major causes of
the paradigm shift in traditional advertising
New Paradigm in advertising is from Marketing Mix to
Relationship Marketing
Relationship Marketing based on relationship building &
management is a new emerging trend
It includes database, interaction, strategic partnerships, alliances
& network marketing
Marketing has become a multi-faceted social process involving
more experiences than the traditional one time sale.
Amazon, Starbucks, eBay are examples of companies who have
seen the gap and innovated their advertising strategies
accordingly.
13. Paradigm Shifts in Advertising
We are moving from a mono-theistic “single ad performance” world, to a
more complex poly theistic “many ad performance” approach.
Is both an opportunity and a threat to Marketers.
Content Marketing, Mobile apps – new methods to capture eyeballs &
increase consumer engagement.
The growth & the existence of Digital universe
14. Paradigm Shifts in Advertising
From To
Likability Linkability
Display Search
Attention Recommendation
Mentions Meaning
Simple Complex
Legacy Leverage
Device – Centred Person – Centred Media (liquid media)
