Advertising: just for little ol' me??

OK, so the headlines need work. What's here is a pair of items from the NYTimes regarding the personalization of advertising a la "Minority Report." The first one is about Comcast's (in particular) efforts at serving relevant ads to specific sets rather than a geographic service blanket (Advertising: Rain or Shine, Win or Lose, This Ad Is Just for You). You'd think it would be all cream and happiness -- as it should be. But NO! The flat-earthers who depend on things staying as they are are not all thrilled. Read the full story for the entire "TV's for branding . . ." stuff. Meantime, here's a snip:

But some agency executives and marketers wondered how much benefit could accrue even from commercials that know the local forecast, dew point or pollen count.
"Television first and foremost is a branding vehicle," said Charles Rosen, managing partner at Amalgamated, an ad agency in New York. "It is not the best vehicle for driving impulse purchases. If I make a memorable ad for Ben & Jerry's, it's still rare that somebody's going to get off their couch, go to the store and buy our ice cream."

The second item is similar but geared toward a medium that can already facilitate this unique ad serving approach: the Web. Here's the link: Web Marketers Get Personal

Posted by Grayson at June 28, 2004 08:10 AM