We won't advertise to humans.

Apr 26th 2013Joerg Blumtritt

@jbenno

"Someone once said to me:'If P&G stopped advertising, their sales would fall of 25 percent.'I asked him: 'Do you suppose anybody would be any dirtier?'"

Howard Gossage

Advertising as information

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This is how online advertising looks like.(... and what makes publisher websites so notoriously ugly ...)

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... while my Timeline is a filter that gives me the information and entertainmen I want in the way I want it.

Algorithms

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There is nothing like "mass audiences" in online anymore - even Google does return search results targeted to each individual user

Agents

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We will let agents guard our informational self determination. These agents will handle advertising on our behalf. A media agency's job will become reengineering those algorithms and getting commercial messages through this filter.

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Btw: there is nothing virtual about this. Technology like our smartphones are like a telescope that makes the data floating around us visible.So we have our world augmented rather than virtualized.

Intrusion: the next level of Spam

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But augmented reality will not look like an advertiser's dream at all ...

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... because user experience will be the center of it; and ads do not have a place there.

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So what's left for advertising?Brands that are just prestigeous, just "aspirational" (to use @umairh's term) will unlikely succede in getting through our filter bubble.Brands that add meaning however will gladly be shared online.

Reengineering Algorithms

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AboutJoerg Blumtritt (*1970) is founder and CEO of Datarella™, adata science development lab based in Munich, Germany.

After having graduated in statistics and political scienceswith a thesis on machine learning, he started working as a researcher in behavioural sciences, focused on nonverbal communication. Projects had been funded by EU commission, German federal government and the Max-Planck-Society. After deep diving into insurance mathematics, he subsequently ran marketing and research teams for TV-channels ProSiebenSat.1, RTL II and magazine publisher Hubert Burda Media, introducing new qualitative methods like Netnography (< interNET ethNOGRAPHY) into media research. As European Operations Officer at Tremor Media, Joerg was in charge of building this New York based video ad-network’s European enterprises. Recently he had been working as managing director of MediaCom Germany.

He is founder and chairman of the German Social Media Association (AG Social Media) and is co-author of the Slow Media Manifesto. Joerg blogs under http://beautifuldata.net and can be followed @jbenno.

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Contact

@jbenno

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