Here’s what they’re working in the overclass, as the world faces multiple immanent threats to the material basis for continuing the project of human civilization:
With endless ways to consume content, consumers are developing preferences for live, streamed, online and ad-supported content. Understand watching behaviors and consumers’ tolerance for different ad characteristics.
The associated video shows that, to corporate capital’s main task force, the big question is how to keep tricking people into wasting their lives spectating the trivial and stupid “content” that exists to deliver advertising into passive brains.
The basis for the whole thing, as enunciated at the 28-minute mark by the woman in the video is “what consumers are willing to tolerate.” Not exactly the free-choice utopia of econ textbooks and political speeches, is it?
And need we comment — yeah, alas, we do — on the use of the words “consumer” and “consume” here? The bias is so massive and massively obvious, yet what passes for the progressive left continues to talk exactly like this.
“It’s pretty scary,” Scott Hagedorn tells Advertising Age.
Who is Hagedorn, and of what is he afraid?
“We are not reaching young audiences effectively,” says this CEO of Hearts & Science, the marketing agency that describes its work for “the world’s biggest brands” thus:
Our clients shift from brands that push content out to brands that pull people in. We’re creating new relationships between brands and people like never before.
The crisis to which Hagedorn refers is the fact that:
a growing audience of people who aren’t tracked — and therefore can’t be targeted or measured — with traditional tools and platforms. They consume media on mobile devices and OTT. They’re “cord cutters” and “cord nevers.” And they represent tremendous buying power for brands. The stakes are high—47% of Millennials and Gen X appear “unreachable” within standard planning tools, and 66% of their media consumption isn’t tracked, either.
And if it can’t be measured, it can’t be properly targeted or planned against as part of a cohesive, cross-platform campaign.
“Planned against.” Write that down, TCT readers.
Meanwhile, not to worry, overclass. Answers, as always, are being perfected by heroes like Hagedorn. Thanks to the emerging standard practice of “integrating code to measure in-app content and ad consumption…on literally every [video-watching] platform, device and client app,” the crude surveillance methods of the past are on their way out.
The days of yore wherein the [Nielsen] panel served as the proxy for an audience — setting behavior, reach, and cost estimates — fall out of the picture. Google and Facebook , along with telecom “pipes” like AT&T and Verizon , and retailers like Amazon, have massive install bases that are logged in across screens, making identity-based marketing not only feasible, but the most accurate solution to capture these new consumer behaviors.
We’ll no longer need the panel as proxy for an audience, as we’ll have a deterministic view of the people in the audience. Identity-based marketing becomes the solution that holds consumer identity as the currency against which we measure, plan and buy media across devices and platforms.
As many of these platforms own the consumer experience from end to end – not just identifying their audience at a granular level, but also creating the content being consumed – it’s only a matter of time until these identity-based currencies and identity-based experiences become the marketer’s art. [WSJ, 9/22/2017]
The latest recipient of the Hicks Dictum Award is that hugely over-rated antiquarian, Ira Glass, who has this to say about how he views his own output:
“I think we’re ready for capitalism, which made this country so great. Public radio is ready for capitalism.”
One might ask what makes Mr. Glass think PBS and NPR have ever been anything but subservient to capitalism, but that is a side issue. The main point is that everything Glass says is a turd falling into your drink.
For decades, corporate marketers have been working toward real-time linking of purchase and media-use data in the planning of their behavior-engineering campaigns.
The future is now arriving, friends:
Twitter ad targeting just got more broad … and specific. Today the company announced that it’s giving advertisers the ability to take aim at more than 1,000 audiences defined by big data partners Acxiom and Datalogix.
Called “partner audiences,” the new ad feature means advertisers can now serve Promoted Tweets to Twitter users who have signaled purchase intent in specific categories off Twitter. Acxiom and Datalogix are dominant players in the big data industry, tracking and analyzing consumer behavior across brick and mortar and online businesses. [Source]
In honest usage, “signaled,” of course, means an intended communication. What it means in marketing-speak, however, has nothing to do with any respect for the intentions of the target populations, whose “signals” in this case are merely their ordinary procurements of life’s necessities, a.k.a. naive purchases of goods and services.
The fact that overclass agents arrogate unto their masters the right to treat such acts as “signals” from their victims speaks volumes about how illegitimate the planet-wrecking reign of corporate investors really is, even as it remains so deniable and seemingly benign.
Optimization opportunities are similar to having a focus group providing real-time feedback about what does and doesn’t appeal to readers. With today’s robust ad tech ecosystem, marketers have expanded tools to apply A/B tests and optimizations on campaigns. It’s no different with content — marketers can test their branded content’s various components, such as headlines and images. By not taking advantage of this, brands are turning down the chance to listen to consumers and gain actionable insights around messaging that best resonates with users.
Yes, “listen to.” That’s “listen to” in the mode of BB and Winston Smith, of course.