QUANTIFYING CREEPYHOW MUCH IS TOO MUCH TARGETING?

A DUAL PANEL PROPOSAL FOR SXSW 2015

Jason CarmelSVP, Marketing SciencesPOSSIBLE

Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University

GENERIC

CREEPINESS = 0

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

GET GREAT SHOES SHOP NOW

TARGETED

GENERIC

CREEPINESS = 3

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

GET GREAT SHOESFOR HIKING RAINIER

SHOP NOW

TARGETED

GENERIC

CREEPINESS = 19

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

GREAT HIKING SHOES FORTODDLERS 3-5 YEARS OLD

SHOP NOW

TARGETED

GENERIC TARGETED

CREEPINESS = 39

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

STILL THINKING ABOUT THOSE SHOES?MAYBE A 20% OFF COUPON WILL SEAL THE DEAL! SHOP NOW

GENERIC TARGETED

CREEPINESS = 57

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

THOSE SHOES ARE PERFECT FOR YOUR UPCOMING CRUISE.DANCE ON THE PROMENADE DECK WITH 20% OFF. SHOP NOW

GENERIC TARGETED

CREEPINESS = 93

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

MOM

SHOP NOW

DOES LUCY NEED NEW SHOES?DEALS ON TODDLERFOOTWEAR 3-5YEARS OLD

SHIPPED IN TIME FORGRANDMA’S VISITNEXT 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.

GENERIC TARGETED

CREEPINESS = ??

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

WHERE DOES YOURAD FALL ON THE SCALE?

?

?

?

???

GENERIC TARGETED

CREEPINESS = ??

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

WHERE DO PEOPLESEE VALUE?

?

?

?

???

GENERIC TARGETED

CREEPINESS = ??

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

WHERE DO PEOPLERUN SCREAMING?

?

?

?

???

GENERIC TARGETED

CREEPINESS = ??

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

HOW CAN YOUKNOW FOR SURE?

?

?

?

???

GENERIC TARGETED

CREEPINESS = ??

POSITIVEBRANDVIEW

NEGATIVEBRANDVIEW

(OR AT LEAST BE BETTER AT GUESSING?)

?

?

?

???

WHAT EXACTLY TRIGGERS CREEPINESS FROM TARGETING?

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 CarmelSVP, Marketing SciencesPOSSIBLE

Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University