Behavioral Targeting – a problem of online privacy

Behavioral Targeting aims at locating the most relevant prospects from millions of active web browsers. Advertisers are moving from contextual targeting to more focusing to specific target customer group online.

Behavioral targeting works by ISP or search engines gathering the activities of the web surfers and resell to advertising agencies for deeper data mining of users’ profiles for the use of future promotion.

Metro Radio email advertising

(An example of Metro Radio email advertising)

What is the ethical problem?

According to a survey done by Truste (posted in MediaPost during March 2008) , majority of people realized that ISP or search engines tracks their Web browsing behavior for purposes to sending them targeted advertising materials. Half of the respondents said they were not comfortable with this practice, even though the information did not contain personal information such as names, age or address etc. More important was majority of Web users told researchers they felt the irrelevant ads ‘intrusive and annoying.’

The argument behind is IP address should be respected as a kind of personal information similar as telephone number. When somebody who is not willing to expose their tracks online, they certainly would feel being intruded and have a bad feeling to the irrelevant advertising materials reaching them.

Some ISPs such as AT&T requires an “affirmative consent” from users to allow the ISP using their information for future tracking and targeting. However it is always overlooked by web surfers as they just quickly click to consent the choice to begin browsing.

Online privacy on the whole is not easy to tackle. On one hand we need to protect the privacy of web users, but on the other hand the ISP or search engines do own the data. Perhaps Permission marketing equipped with incentive schemes is a solution to the issue.

References:

The Ethics of Behavioral Targeting by Wally Snyder Jul 16th 2008 <http://www.aafblog.org/blog/>

Strategy, Implementation and Practice, 3rd edition, Financial Times & Prentice Hall, 2006. Chaffey, Dave, Richard Mayer, Kevin Johnston, and Fiona Ellis-Chadwick

Posted by Jonathan Lau

Student No: 08834652SJonathan Lau

Tactics or a true lie ?

Online advertising is often appraised of its sky limit creativity. Breaking from constraints of traditional media, online advertising give marketers a boundless horizon to ride as free as we can.

Nevertheless how we can draw an ethical line draw to distinguish between creativity and responsibility ?

An advertising agency name as Droga produced a short video and up-hosted on YOUTUBE. The video featured a guy who was riding a bike along the journey similar as he was playing a musical game. http://www.youtube.com/watch?v=NlMYWuGUZlM

Guitar Hero interactive Ad The video was intended to promote a video game product known as “Guitar Hero” for ActiVision. But the video which was not like a conventional TV commercial, it never “promote” the core product literately. The promotion somehow was so successful that it attracted hundred thousand clicks to watch the video.

What is the problem ?

The major concern was Droga had broken the Integrity of the 5Is principle of CRM (Peppers and Rogers) . They deliberately packaged a commercial material to broadcast online but presented it nothing similar to an advertisement. This was a betrayal to trust and irresponsible to the audiences.

However there were also supportive opinions that Droga was using a legitimate tactics to broadcast an user generated content on an internet platform. Unlike newspapers or magazines which required advertisers to identify clearly an advertisement to readers, YouTube never claim responsibility to the content up-hosted to be true or truthful.

Besides, the video did not provide exaggerated or untruthful content description about the product “Guitar Hero”. This was entirely a marketing creativity to create emotional affiliation of audience to Guitar Hero.

In conclusion, if we default web content should be the reality it represents, we definitely would feel disappointed. There is nothing claim to be unbiased, truthful, nor should the content providers feel obliged. The internet as a content platform always has no hard lines between reportage and fantasy. Everything in VR we should always digest with doubts.

References:
Strategy, Implementation and Practice, 3rd edition, Financial Times & Prentice Hall, 2006. Chaffey, Dave, Richard Mayer, Kevin Johnston, and Fiona Ellis-Chadwick

Posted by Jonathan Lau

Student No: 08834652S

Jonathan Lau

2Ws of Interactive Advertising

“The Internet provides the means for “interaction” between buyers and sellers to such a degree that some have suggested this is the defining characteristic of the Internet” by Leckenby and Li

The customer has now come to include several generations of technology savvy consumers. They entitle to have what they want it, when they want it and where they choose to have it. Majority of consumers will eventually be highly interactive oriented. Actually, we all nowadays cannot avoid getting in touch with interactive advertisements in the Internet.

What?
Interactive advertising is quite a broad term. In general, the Internet provides the means for “interaction” between buyers and sellers (Leckenby and Li, 2000). In the same way, interactive advertising means there is interaction between the sender and receiver of the ads. Actually, all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, interstitial, pop-ups, websites and interactive television commercials can be categorized as interactive advertising.

Why?
Interactive advertising could be used for content delivering, transaction enabling, attitudes shaping, response soliciting or retention encouraging. I think interactive advertising attach importance to creativity as people always pay attention to creativity. For example, Nike’s NIKEiD provides a platform for customers to match the colours of the sports requisites. Both the marketers and customers are creative.

Nike interactive Ad

The typical formats of interactive ads mainly include banner ads, sponsorship requests and pop-ups/interstitial webpages. Advances in the Internet technology have enriched the design of webpages. This blog has shown / will show you how diversified in interactive ads are.

Posted by Edgar Chan
Student No.: 08822167S
Edgar Chan


The Advantages of Interactive Advertising

Nowadays, interactive advertising becomes one of the popular advertising techniques, do you know why?

Interactive advertising – It is different from the traditional media that involve one-way communication which is highly unfocused, this new media allows marketers to establish an two-way interaction with target audience.

Interactive advertising provides several advantages for marketers. According to Chaffey (2009), he mentioned that the advantages of interactive advertising include…
1. Direct response: Interactive advertising can generate an immediate direct response via click-through to a website.
2. Enhancing brand awareness and reach: The visual imagery of an interactive ad can generate awareness about a brand, product or need.
3. Targeting: Media buyers can select the right site or channel within a site to reach the audience. Audience can also be targeted via their profile through serving personalized ads, or ad in email if visitors have registered on a site.

Recently, McDonald’s introduced its new promotion campaign “Kitty Lab” through the use of interactive media – Banner advertising. The banner ads are placed on the Yahoo! homepage and Windows Live Messenger which could generate direct response, enhance the awareness about the campaign, and it could also reach their target audience effectively.

Kitty Lab - Yahoo! banner ad

The message in the banner ad “Visit Kitty Lab and get a full set of Hello Kitty” creates interaction and generates an immediate response to click-through the McDonald’s website.

Kitty Lab - MSN banner Ad

The banner ad with animation and enlargement placed on Windows Live Messenger could also induce the target audience – youngsters to click into the website.

Post by Isabel Li
Student No: 08849106S
Isabel Li


Reference book:Chaffey, Dave, Richard Mayer, Kevin Johnston, and Fiona Ellis-Chadwick, Internet Marketing – Strategy, Implementation and Practice, 4th edition, Financial Times & Prentice Hall, 2009.

Unified Language – Game Banner Ad

“Great advertising doesn’t ask what the ad will get from consumers. Rather, it asks what the ad can give to them.” By Kevin Carney, ClickZ

An effective form
Game banner ad becomes a gift to viewer since the traditional forms of advertising have been so overdone and people would instinctively ignore them. Game banner ad enables more convenience to the user that interacts with the brand by remaining the same website. More, game, what an unified language to all people in www world, applicable anywhere anytime, it’s actually providing a higher success rate for the advertiser.

Engagement
Based on the interest of consumers, the marketer delivers a message that evokes emotion and wraps the brand in the positive association. While it may perform so-so in making user purchase at the second, it successfully empowered consumers, which is more than simply allowing consumers to customize and personalize. This kind of engagement strengthens the emotional, psychological or physical investment a customer has in a brand, hence enhances the impression in user mindset.

“Pictureka: Stinky Things!” a game banner ad carried out to spread awareness of “Pictureka” personality. With a simple “picture hunt” game play, deliver user a relevant and positive experience of the brand and her characters that would stick with them long after they have surfed on.

It’s Starting to Go Viral
Interactive Game banners attract viewers without sales message and incentives but joy and fun; they blur the lines between advertising and entertainment; they accomplish something a standard message usually is unable to. What is more, an interesting game could drive people to share and talk, a creditable promotion eventually forms.

“Pictureka: Stinky Things!” game banner ad


References:
‘Making Banner Ads Cool Again’ – Mike Masick’s Article
‘Extreme Makeover: Banner Ads Edition’ – Jayson Fittipaldi’s Article


April Chan

Post by April Chan
Student ID: 08842180s