QUANTIFYING CREEPY

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  • date post

    26-May-2015
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    Marketing

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Targeted content works. It’s no surprise that we are more likely to engage with a business if it presents things that are actually relevant to us. And with all of the data available to advertisers, there’s simply no excuse to waste dollars or end user frustration by showing an ad for snow blowers in San Diego. But even with the success of targeted ads, consumers have pushed back on the amount and types of data used to personalize. Using location, family status, gender or social connections in an ad can go well beyond “targeted” and into the realm of “creepy”. But where _exactly_ is that line? Is gender out of bounds? What about gender AND age? What if the gender and age are intrinsic to the use of a product? To answer these questions, an Agency teamed up with a University for a research project aimed at discovering when, and in what circumstances, targeting goes from useful to uncomfortable. Come to this session to see how we quantify the relative creepiness of targeted content.

Transcript of QUANTIFYING CREEPY

  • 1. QUANTIFYINGCREEPY HOWMUCH IS TOOMUCH TARGETING? A DUAL PANELPROPOSAL FOR SXSW2015 Jason Carmel SVP, Marketing Sciences POSSIBLE Sanjay Puligadda Associate Professor, Marketing Farmer School of Business Miami University

2. GENERIC CREEPINESS = 0 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW GET GREAT SHOES SHOP NOW TARGETED 3. GENERIC CREEPINESS = 3 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW GET GREAT SHOES FOR HIKING RAINIER SHOP NOW TARGETED 4. GENERIC CREEPINESS = 19 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW GREAT HIKING SHOES FOR TODDLERS 3-5 YEARS OLD SHOP NOW TARGETED 5. GENERIC TARGETED CREEPINESS = 39 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW STILL THINKING ABOUT THOSE SHOES? MAYBE A 20% OFF COUPON WILL SEAL THE DEAL! SHOP NOW 6. GENERIC TARGETED CREEPINESS = 57 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW THOSE SHOES ARE PERFECT FOR YOUR UPCOMING CRUISE. DANCE ON THE PROMENADE DECK WITH 20% OFF. SHOP NOW 7. GENERIC TARGETED CREEPINESS = 93 POSITIVE BRAND VIEW NEGATIVE BRAND VIEW MOM SHOP NOW DOES LUCY NEED NEW SHOES? DEALS ON TODDLER FOOTWEAR 3-5 YEARS OLD SHIPPED IN TIME FOR GRANDMAS VISIT NEXT WEEK BTW, if you need a new, saucy pair of pumps for your cruise with Phil while Grandma babysits, we can hook you up too. 8. GENERIC TARGETED CREEPINESS = ?? POSITIVE BRAND VIEW NEGATIVE BRAND VIEW WHERE DOES YOUR AD FALL ON THE SCALE? ? ? ? ??? 9. GENERIC TARGETED CREEPINESS = ?? POSITIVE BRAND VIEW NEGATIVE BRAND VIEW WHERE DO PEOPLE SEE VALUE? ? ? ? ??? 10. GENERIC TARGETED CREEPINESS = ?? POSITIVE BRAND VIEW NEGATIVE BRAND VIEW WHERE DO PEOPLE RUN SCREAMING? ? ? ? ??? 11. GENERIC TARGETED CREEPINESS = ?? POSITIVE BRAND VIEW NEGATIVE BRAND VIEW HOW CAN YOU KNOW FOR SURE? ? ? ? ??? 12. GENERIC TARGETED CREEPINESS = ?? POSITIVE BRAND VIEW NEGATIVE BRAND VIEW (OR AT LEAST BE BETTER AT GUESSING?) ? ? ? ??? 13. WHAT EXACTLYTRIGGERSCREEPINESSFROMTARGETING? An Agency and a University teamed up on a research project to find the answer. To hear the results of the study, please consider voting for our panel. Who knows. It might even make advertising a better place. Jason Carmel SVP, Marketing Sciences POSSIBLE Sanjay Puligadda Associate Professor, Marketing Farmer School of Business Miami University