Mark Godfrey's article, Getting the Message Across, gives an excellent perspective the future of convergence in China and the resulting effects on the media and advertising industries.
Some interesting stats include; China has over 500 million cell phone subscribers and that number is growing by approximately 50 million annually. Canada, in comparison, has about 16 million subscribers (roughly half of the total population.)
The article quotes Maurice Levy, chairman of the Publicis Groupe, discussing the Chinese market and the highly targeted digital advertisements that will be essential in the near future: "With convergence we can target adverts to specific customers...This allow[s] advertisers to target consumers likely to buy their products."
Sounds like a no-brainer, doesn't it? Although creating targeted ads is nothing new, what is interesting (and scary) is the amount of information that advertisers now have on individuals. Through internet and mobile technologies, ads will soon be targeted on your interests, likes / dislikes, time of day and feelings. Unlike a simple TV spot targeted an 18-24 demographic, mobile/internet executions will be tailored to your purchase history, site visits and Google searches.
No comments:
Post a Comment