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How will every TV screen send out personalised ads?

How will every TV screen send out personalised ads?

Are You Bored With TV Progs? Never Mind, Watch Your Own Ads Instead!

You may be from the generation that not only accepts more personalised and relatively intrusive advertising, but you may actually like them!

Regular MBF Blog readers will know I don’t share that pleasure.

Indeed, in a comprehensive survey I carried out among a range of people over 45 (well, three people) we all agree. We don’t like personalised ads and we don’t want them on our TV screens when they are bad enough on our laptops and mobiles.

Blame BSkyB

It seems that Sky have been pioneering a system called AdSmart, which will enable an advertiser say for luxury yachts to pitch their ads only to high-income households.

The system works on analysing subscriber data, age profiles, incomes, postcodes and any other available sources of data they can throw into the mix.

They create libraries of ads which are sent to set-top boxes from which selections are automatically made according to customer profiles.

Presumably, if you have visitors round from a different area, the next generation of this stuff will know that and target them too.

Sounds alright, doesn’t it? No worse than Tescos dishing you out some vouchers at the till tailor-made for you based on your frequent shopping items?

In theory, it’s a benefit for you. It’s just the issues of privacy and the way no longer do you have a choice in life but must always be judged on what you once bought or looked at.

Soon, surely ads will be messages from government or other authorities?

YOU HAVEN’T DONE SUFFICIENT EXERCISE TODAY…
YOUR ROAD TAX IS DUE TOMORROW…
YOUR DOCTOR’S APPOINTMENT IS NEXT WEDNESDAY, MAKE SURE YOU ARE NOT LATE…
THE GOVERNMENT IS WONDERFUL BUT YOU HAVEN’T PRAISED IT ENOUGH TODAY.

Big Brother is on his way.

Good for The TV Companies

They say you can opt out and that may be so.

Eventually opting out will cost you money. And with the march of technology, you will soon be caught on camera as you go anywhere and find screens everywhere you go targeting your wallets.

They say this idea will expand the TV ad market, which in turn mean channels and programmes will be produced in better varieties and serve viewers better. They also say that local advertisers who could not afford a national campaign will be able to target their specific ads, and that is a fair point.

Media channels are suggesting that RBS, Littlewoods, Audi, American Airlines, Citron, Dial-a-Flight and Tesco have either signed up or are on the point of doing so.

Does that make you feel better about those firms? Mmmm.

Apparently Twitter launched a similar idea in the USA, which let brands send promoted tweets. So that’s alright then, isn’t it.

Well, they’ve tested it in parts of the UK and they’re selling it to businesses. It’s unavoidable, I’m afraid.

Happy viewing!

When this issue has aired previously on MBF Blogs:

Your Face When Shopping Is the Retailers’ Biggest Asset, 16 December 2013

TV Christmas Ads Cost Millions, Raise Millions and Amount to Very Little, 4 December 2013

Dreaming of Escape from the Tyranny of Unwanted Ads, 28 August 2013

When Christmas Ads Become More Important Than TV Programmes, 24 December 2012

Image: doggiesrule04