Hello and welcome back to the wonderful world of the Dogpound. Advertising, whether you like it or not is prevalent in today’s society. You see them when you watch your favorite TV show, on billboards while on the drive to work, even on your computer…but that is the problem…at least to advertisers. Advertising is expensive and the more targeted your advertising is the more “bang” you get for your buck. Well, folks, advertising takes the next step into the future …gender specific interactive advertising. Yes, digital billboards that is only viewable by a specific gender. In London at a busy bus stop there is an interactive ad that uses a built-in HD camera to scan the faces of waiting passengers to determine whom it should play for. Boasting an accuracy rate of around 90 percent, the interactive billboard accesses various gender-defining facial elements such as jaw shape, the distance between eyes, and nose width in picking out its female audience. The ad has been created by charity Plan UK in an effort to raise awareness regarding the lack of female education in developing countries. When men approach the billboard, it only displays a web link to their official site, while female viewers are granted access to the full 40 second “Choices for Girls” commercials. Now advertisers are pretty smart guys and it makes you wonder how far they can take this new interactive advertising. For example, I am walking Max down the street…an interactive ad scans me and determines I have a pet and up pops a commercial for a pet store. Or maybe they will get even more personal; you are scanned and up pops an ad like this…” Hey buddy, noticed you have put on a few pounds there around the middle. Try Jim’s Gym on 6th Street.” Or ..” Psst…buddy…noticed that cell phone you are using is a year old. Eddie just down the next alley can get you a new IPad 3 for only $10..fresh from the trunk of his car. Hurry…limited offering.” Then again there could be problems…the system is not perfect in its recognition and it could prove a bit uncomfortable at times for the viewer. For example a guy could get this ad….”You look terrible. Get a beauty make-over at Shelly’s Salon and feel good about yourself.”
THOUGHT FOR THE WEEK
“Advertising is fundamentally persuasion and persuasion happens to be, not a science, but an art. “ William Bernbach
MY HEARING IS FINE
An elderly gentleman had had serious hearing problems for a number of years. He went to the doctor and the doctor was able to have him fitted for a set of hearing aids that allowed the gentleman to hear 100%. The elderly gentleman went back in a month to the doctor and the doctor said, “Your hearing is perfect. Your family must be really pleased that you can hear again.” The gentleman replied, “Oh, I haven’t told my family yet. I just sit around and listen to their conversations. I’ve changed my will three times!”
I need to go and change all my clocks…it is Spring forward again. Why do I need to get to work an hour earlier than usual? Yawn. As always be good, play safe and remember advertising is good for business.
JR and Max