Just recently I wrote about the possibilities of personalized content. You can find my original post here. It took me just one day to stumble upon more exciting examples (not just abstract ramblings) on how advertising content can be personalized. Here are three fresh and semi-fresh examples of personalization in out of home advertising.
My colleague Tomas showed me an interesting case published in Adage. It was about the personalized ads being served to users based on the type of predefined segment they belonged to.
My post is in direct reference to the case in Adage. The article subheadline that caught my attention went like this: “Brazilian Programmatic Creative Campaign Takes Customization To New Level”. If you haven’t seen the video clips, be sure to go through the Adage article before reading on.
I know that right now everyone is cracking jokes about the introduction of Alphabet. And yes, I admit, it is a bit funny. But I think, that it would be a mistake not to look more closely at the event of this size – more specifically at the document that introduced it.
Only after working a long time on brand research data sets in IDEA GROUP, a very simple thing dawned on me – the traditional brands are gradually being replaced by digital brands. The other thing – consumer priorities. It is as if consumers are expecting the same things from traditional brands (let’s take FMCG as a reference point) they would normally expect from digital brands like “Google” or “Microsoft” or just the app brand they use for chatting. So I tried this thought exercise and pushed dichotomy between the traditional and digital brands a bit further.
Innovation can take a really long time. Let’s think. It took almost 24 years for businesses in Lithuania to understand that taxi service has something to do with client service (huh, i wonder where did they get that idea from) and that processed cheese can be sold in resealable bags (i wonder how many years of research led to a realization that it gets stale if it is not in a sealed container)
I won’t sugar-coat it: working on a good presentation takes loads of time. The good news is that the more you work on them, the more exciting stuff you can create in shorter periods. One of the things that could help you to have a more successful start is to know the resources that can help you and more importantly where to find them.
To illustrate the story-telling principles with a story is a common sense decision you would say. That might be true, but it only came to me after my colleague remarked that I should illustrate all the high-brow storytelling stuff with examples that everyone would understand. So my thinking was along the lines “let’s take the most archetypical story that most people would be familiar with or at least heard of.” And what would be a more fitting example than the Star Wars themselves.
Stories are not only about the content, but about form as well. Form can lend meaning to stories. The way of telling can revive even the old tropes or cliche. Looking at storytelling ideas across industries can give us a sense of what’s next to come or how the same principles can be applied elsewhere.