Every good marketer knows that ad relevancy plays a major role in generating user intent. In simpler terms, when ads make sense in context to the world around us, we are more likely to be interested in their message, and even further, may actually formatively think fondly of a brand that catches us at the ‘right time’ with the ‘right words’.
In the digital ecosystem there are a number of ways we guess and test this formula. Let’s use ‘coffee’ as an example.
1) We wait for someone to conduct a search for coffee… and then we pummel them with digital ads.
2) We wait for someone to read web content about coffee… and then we pummel them with a digital ads.
3) We target a certain group of people that we expect to be the most likely to buy and enjoy our coffee… and we pummel them with digital ads.
4) We make you become our friend because we talk like you talk and entertain you…and then we pummel you with promotions.
I think you get the point. If you’re generating demand at scale, you’re likely doing so with disruption. Sure, there are needle in the haystack growth-hack scenarios, but the rest of the marketing world has to work pretty hard for customer acquisition.
As some old ‘folky’ rock guy once said, ‘the world is changing, and whatnot’ (abbrev). Our ad methodology isn’t necessarily changing, but the serving technology will soon give us a remarkable capability that could have previously only have been dreamt up by a heavy drinking sesh with David Ogilvy (Agency Genius) and Nostradamus (Futurist).
‘The Internet of things’! It’s the phrase du-jour; but what it really means is that we are making ourselves connected to the grid and increasingly reliant on gadgets to care for us, and be at our beckon call.
At what price? Today, you might buy a Google Nest device for around $250 and a Bluetooth Enabled Smartlock for around $220, but just wait until advertisers become an intermediary. We can make those things free for you…
Introducing ‘free’ home appliances: the future of advertising with the advantage of ultimate relevancy.
Join me on this crazy vision for a moment; with an intermediary advertising conduit, your everyday devices could be retrofit with appropriately sized, wi-fi enabled, touch screen LCD’s that act as the backbone of the appliances operating system. Would you like to brew a medium roast? Go ahead and push the button as you normally might on your Keurig. While you wait, we will offer you a stream of ads from participating brands. All of this tech exists in our world today.
The timing, as you smell your coffee, and become more alert for your day could render an unparalleled universe of brand equity.
From home base, the mothership can measure ads served, time-stamping, and the concurrent product programmed in the appliance as the ad streams. Do you start your coffee at 8:55AM and then the toaster at 9:06? We’d know, and can predictively serve ads across appliances.
‘Wait, before you fire up that toaster with that boring Wonder Bread! Have you thought about trying Toaster Strudels?’
When the consumer adopts more free appliances in trade for your eyeballs, the possibilities become limitless in how you can turn the mundane into the influenced.
This may be disturbing at first to consider that ads may invade our home and be particularly more involved in our daily mundane. The fact of the matter is, we’re already there. App downloads reveal consumption behavior and also predispositions that advertisers are leveraging every day. Mobile devices are the lifeblood and advertisers are in the veins.
Will people gratefully accept ‘free’ product in exchange for ads? The people have spoken…
Who will it be to step up to the plate and form a new wave of FREE things that people want and need; the manufacturers, big box stores, boutique performance agencies, or perhaps a crafty innovator with nothing to lose? Only time will tell.