Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Advertisers’ meat is
privacy advocates’
poison
The advertising industry loves the scenario of the fully Once implemented, it is the door opener the advertising
transparent customer journey: The carefree consumer industry was hoping for.
makes himself comfortable on the couch with linear TV Already today the presumption circulates that some TV
entertainment in the background. As is known, the manufacturers integrate their specific advertising mech-
smartphone is generally in his hand as the second anisms in their hardware to create their own commer-
screen, used to exchange ideas regarding the broad- cial breaks in the living room, independently from the
cast during the commercial break. What would be better linear broadcast principle. Particularly in the use of
than being able to follow a customer through his entire streaming services, the advertising industry to date still
journey on all devices?
remains left out in terms of paid, ad-free subscription.
The principle of Inaudible Advertising paves the way for What remains of data protection and privacy?
the advertising industry to reflect the true usage pat-
terns of the customer journey completely via television, For the time being, consumers are noticing nothing of
radio, tablets, smartphones and computers. If cross- all these developments, but certainly will sooner or lat-
device tracking has so far only been possible in an ex- er. They will be surprised about the fact that the classi-
tremely limited way, Inaudible Advertising can now give cal retargeting advertising measures will be displayed
marketers insights into the complete customer journey sometimes more and sometimes less on specific prod-
by emitting high-frequency sound pulses during com- ucts and brands of the latest TV advertising.
mercial breaks which are inaudible to the human ear That fiction has become a sad reality, which we owe to
but very well recognizable by smartphones and tablets, the modern smart TVs and digital devices with an ac-
which then can be used to analyze related information. tive Internet connection.
IoT devices, Smartwear and Video on Demand applica-
tions can dock to SmartTV via Chromecast or Amazon In return, the interconnected television viewers of Inau-
Fire TV Stick, too. dible Advertising could kind of benefit at least a bit, be-
cause digital advertising blocks could herald the end of
Pseudonymized profiles are finally becoming the standard gender advertising. For example, male
unambiguous
fans of "The Walking Dead" could certainly enjoy get-
The technical barrier between the analysis of the TV ting more personalized advertising instead of house-
viewing behavior and the online user behavior seems to hold or feminine care products during the commercial
be a thing of the past and advertisers can start with a breaks. On the other hand, it immediately opens up
cheer, as in the long run, relevant information can be another horror scenario, if e.g. due to an online search
stored across devices within a tracking cookie that is for a potency pill, personalized TV advertising is subse-
aimed at the Inaudible Advertising: Has the commercial quently seen popping up during a TV evening with
been fully watched? Did the viewer switch the channel? friends. If then on top a health insurance is offering its
Does a user search during the commercial or shortly support in the spot for virility enhancement, the privacy
after for the advertised products and brands on the net? could be massively jeopardized.
Was a purchase made - possibly during the commer- So, once the technology allows marketing to obtain a
cial break? All these questions can then easily be an- highly detailed look at the individual person, the con-
swered.
sumer will probably look for the opt-out. But the worst is
Individual, pseudonymous users are becoming clearly that the known consent principle is not provided. Inau-
identifiable with Inaudible Advertising and there is not dible Advertising opens the door to a beautiful, troubled
much missing to make it reality. Manufacturers are al- world and raises the big question for brands if they
ready able to standardize their end devices to such a should jump on the bandwagon – or better not.◊
receiving principle, and with a firmware update, or via a By Daniela La Marca
technical extension in the browser or in selected apps,
this can be activated.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Advertisers’ meat is
privacy advocates’
poison
The advertising industry loves the scenario of the fully Once implemented, it is the door opener the advertising
transparent customer journey: The carefree consumer industry was hoping for.
makes himself comfortable on the couch with linear TV Already today the presumption circulates that some TV
entertainment in the background. As is known, the manufacturers integrate their specific advertising mech-
smartphone is generally in his hand as the second anisms in their hardware to create their own commer-
screen, used to exchange ideas regarding the broad- cial breaks in the living room, independently from the
cast during the commercial break. What would be better linear broadcast principle. Particularly in the use of
than being able to follow a customer through his entire streaming services, the advertising industry to date still
journey on all devices?
remains left out in terms of paid, ad-free subscription.
The principle of Inaudible Advertising paves the way for What remains of data protection and privacy?
the advertising industry to reflect the true usage pat-
terns of the customer journey completely via television, For the time being, consumers are noticing nothing of
radio, tablets, smartphones and computers. If cross- all these developments, but certainly will sooner or lat-
device tracking has so far only been possible in an ex- er. They will be surprised about the fact that the classi-
tremely limited way, Inaudible Advertising can now give cal retargeting advertising measures will be displayed
marketers insights into the complete customer journey sometimes more and sometimes less on specific prod-
by emitting high-frequency sound pulses during com- ucts and brands of the latest TV advertising.
mercial breaks which are inaudible to the human ear That fiction has become a sad reality, which we owe to
but very well recognizable by smartphones and tablets, the modern smart TVs and digital devices with an ac-
which then can be used to analyze related information. tive Internet connection.
IoT devices, Smartwear and Video on Demand applica-
tions can dock to SmartTV via Chromecast or Amazon In return, the interconnected television viewers of Inau-
Fire TV Stick, too. dible Advertising could kind of benefit at least a bit, be-
cause digital advertising blocks could herald the end of
Pseudonymized profiles are finally becoming the standard gender advertising. For example, male
unambiguous
fans of "The Walking Dead" could certainly enjoy get-
The technical barrier between the analysis of the TV ting more personalized advertising instead of house-
viewing behavior and the online user behavior seems to hold or feminine care products during the commercial
be a thing of the past and advertisers can start with a breaks. On the other hand, it immediately opens up
cheer, as in the long run, relevant information can be another horror scenario, if e.g. due to an online search
stored across devices within a tracking cookie that is for a potency pill, personalized TV advertising is subse-
aimed at the Inaudible Advertising: Has the commercial quently seen popping up during a TV evening with
been fully watched? Did the viewer switch the channel? friends. If then on top a health insurance is offering its
Does a user search during the commercial or shortly support in the spot for virility enhancement, the privacy
after for the advertised products and brands on the net? could be massively jeopardized.
Was a purchase made - possibly during the commer- So, once the technology allows marketing to obtain a
cial break? All these questions can then easily be an- highly detailed look at the individual person, the con-
swered.
sumer will probably look for the opt-out. But the worst is
Individual, pseudonymous users are becoming clearly that the known consent principle is not provided. Inau-
identifiable with Inaudible Advertising and there is not dible Advertising opens the door to a beautiful, troubled
much missing to make it reality. Manufacturers are al- world and raises the big question for brands if they
ready able to standardize their end devices to such a should jump on the bandwagon – or better not.◊
receiving principle, and with a firmware update, or via a By Daniela La Marca
technical extension in the browser or in selected apps,
this can be activated.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
