Personalized Ads Herald Future of TV
Brands will soon be able to target viewers with personalized ads via their TV set-top-boxes following collaboration between broadcasters and ISPs. Plans to step up the delivery of broadband-to-TV set-top boxes have led industry experts to predict the emergence of internet-style behavioral targeting opportunities for advertisers later this year.
Last Word
The entry of the internet in the 1990s heralded the ‘extremely precise targetability’ of audiences. It was also believed back then that this will herald a revolution in measurements across different media – as the non-online media companies will have no choice but to respond to the internet ‘precision-targeting’ abilities. However, it has taken awhile. Now, it seems to be coming back.
The precision targeting capabilities of digital coupled with the reach and impact of TV is indeed a mouth watering prospect. E.g. users browse x number of auto websites in a given period and then served automotive TV ads because of that.
There are still many things overcome such as measurement standards and privacy; however the obvious benefits for advertisers will ensure there is enough focus on this to make this a genuine opportunity.
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Microsoft Tag: The CueCat Returns on Your Mobile Phone
Microsoft today released Microsoft Tag, its own barcode technology for mobile phones. For this, Microsoft developed its own High Capacity Color Barcodes which can store a lot more information than theQRCode or Datamatrix barcodes we have become familiar with. Microsoft is specifically targeting mobile users with these tags and has released scanning applications for most types of mobile phones, including the iPhone (iTunes link), as well as Windows Mobile phones, Blackberries, and Symbian S60 phones.
Last Word
Though much heralded mobile 2D barcodes have not really taken off outside of Asia due to a combination of device issues, conflicting technologies and audience understanding, we believe consumers will embrace the technology for a number of reasons. There are no URLs to type; no browsers to launch, users just have to take a picture to receive content. Current mobile data price plans mean that access to this content will be inexpensive.
Microsoft’s solution is more advanced than the competition and will work on a number of handsets which should help adoption.
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Augmented Reality Devices: See the Online World While Walking the Real One
Augmented Reality (AR) is an emerging technology described as, “a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time.”
AR is essentially a view of the real world with a virtual overlay. It’s pretty fascinating science that promises to change the physical world as we know it.
Last Word
The third video posted below the article shows you all that you need to know. Real time statistics or messages virtually placed over real time imagery opens a world of possibilities. Imagine going to a foreign country with your mobile device, scan the landscape to receive digital information on exactly what you are looking at? Don’t expect everyone to be wearing space helmets; this technology will fly with mobile phones.
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Police Use Facebook to Catch Bungling Burglar
Police in New Zealand have made their first “Facebook arrest” after placing CCTV footage of a burglar removing his balaclava during the burglary on the 
social networking site.The 21-year-old apprentice, who was using an angle-grinder to try to break into a safe in a tavern, became too hot and took his balaclava off, making his face recognizable on the hidden security camera.
Last Word
This shows the power of Facebook – and its potentials. However, it also begs the questions, “Have we changed our viewpoints, definitions, conceptualization, and thoughts about privacy? How much are we willing to sacrifice in terms of privacy?”
Facebook – and increasingly (or has it always been?), Google and other search engines – have been pushing the envelope on privacy. How are we responding? How are audiences responding?
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The preceding excerpts and commentary were compiled by the leadership team at UM’s Global Digital Communications Practice. Additional comments were added by UM Singapore consulting team; comments are not necessarily representative of the company’s.
Filed under: Beyond Marketing, Communications Planning, Future, Integrated Marketing Planning, Trending Up, advertising, digital trends , Augmented Reality, CGM, CueCat, Facebook, Future, IPG Mediabrands, Mashable.Com, Microsoft, SNS, Social Networking Sites, Trending Up, UM, Universal McCann
