BEST PRACTICES :: Personalized TV Ads?

We’re closer than you think. Currently, digital cable/satellite TV allows for user interactivity, specifically on-demand movies.  There is an opportunity here for some technically-minded advertisers.  What if TV ads we’re allowed the same level of interactivity and personalization?  Imagine if, around dinner-time, a commercial came on the TV for Pizza Hut.  However, rather than just promoting pizza to a mass audience, what if it marketed it to YOU?  “Susan,” the announcer says.  “It’s going to be a rainy night tonight.  Would you like to order your usual medium deep-disk pizza with grilled pineapple?  Just select 'Yes' on your remote to order and have it automatically delivered and billed to your account.” Some people think this is intrusive or technically impossible.  I think they lack imagination.

Technically, the technology already exists.  When you order a pay-per-view movie and it already knows which you’ve watched and can display your account balance, your interacting on a 1:1 basis with your TV.  Instead of the signal going to the cable company to display the movie you requested, the signal goes to the local pizza hut.

Intrusive?  A little too ‘big-brother’?  Please.

Think about why people hate commercials.  Primarily, it’s because they speak to an over-generalized market of which you, the individual, is barely, if at all, a part of.  Personalizing TV ads content will go a long way to keeping you from ‘switching that dial’.

There is another, final, point I’d like to make.  With personalized, interactive TV ads also comes the ability to opt-out of specific content.  Perhaps you’d rather not have your kids see the “girls gone wild” tv ads.  Maybe you would like to see ads about new luxury sedans or movie trailers.

There are already several all-advertising channels available and as Internet-based video gains ground amidst increasing available bandwidth, it’s time we outgrow passive entertainment and marketing. 

Come on TV, my old friend, it’s time to grow up.

Additional Information ::

We've been saying this for some time...read more about interactivity with new marketing mediums in our April 2007 post, "Convergence & Relevance".

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