Day: 22 December 2006

I’m not a particular fan of any form of “chain” anything, but it’s not something I’m legalistic about. Kris Tuttle “tagged” me via this post while I was in hospital, so it behooves me to follow suit. [All your fault, Kris :-) ] Here’s my five “little-knowns”:

• 1. I’ve never learnt to swim or to drive. Ever. This is something I plan to correct over the next 12 months.
• 2. I received my first formal proposal of marriage when I was 17. From a man! And only learnt about it when I heard my siblings, parents and grandmother hooting with laughter. [I used to have long hair in those days, and a very short sighted crony of my grandmother’s thought that I was perfect for her grandson. And my grandmother, God bless her soul, couldn’t resist going along for the ride.]
• 3. I spent thirty-odd hours in a coma in the early 1980s after being worked over by a large group of skinheads. Some people say that it explains a lot.
• 4. I still find Blackadder and Fawlty Towers, and for that matter PG Wodehouse or even Laurel and Hardy, really funny. And still watch cartoons when I have an excuse to….the joys of parenthood!
• 5. I once played scrabble for nearly 20 hours non-stop with one of my childhood friends, Viraf Mehta. I believe Viraf was the first non-UK holder of the UK Scrabble Championship. He’s an unbelievable player.

And here are my five tags: AKMA Nilanjana at Kitabkhana
Ron Silliman Kathleen Herding Ric Hayman Over to the tagged.

Given the incredible materialism that passes for Christmas nowadays, I thought it would be appropriate to signal my somewhat timorous return with a random post about advertising.

I’ve always enjoyed Kathy Sierra’s blog, Creating Passionate Users. If you haven’t read it, you should. While there are many reasons to read her blog, one of the minor reasons I liked it was her use of what appeared to be 1950s and early 1960s “advertising” illustrations.

And that got me thinking. As we move to an age where the only true advertisements are recommendations, what is the role of the traditional advertisement going forward?

Recommendations I understand. They can come in many shapes and forms. People you know and trust telling you about products and services they like. A Long Tail aggregation from an anonymous population using collaborative filtering. A Wisdom Of Crowds thing where individual ratings are averaged out. A matching engine that takes your “buying” intentions and connects them with someone else’s “selling” intentions. And and and.

But what about advertisements? What possible role could they play? Despite seeing every man and his dog have an advertisement-based business model, I just couldn’t understand it. Somewhere inside me my Emperor’s-New-Clothes-Alarm kept going off.

Maybe we’re going to start time-shifting ads. Maybe the next generation of set-top boxes will allow you to set your preferences (which decade you’d like, what kind of goods or services, which region, what language, colour or not, average size, et cetera). Then, once your preferences are set (and of course you can amend them whenever) some sort of collaborative filter gets used to pump out the ads you want to see. Where you want to see them. When you want to see them.

Maybe these ads will be downloaded on to your set-top box as part of the installation process.

Have ads become a form of entertainment already? I wonder. And if so, can we have company A sponsor vintage ads put out by company B? Will there be a plethora of copyright and trade mark nonsense to follow?

It could be fun. When people realise that advertising has moved from With to Because. [If you want to know more about the Because Effect, take a look at this and this.] Continue reading “When Advertising meets The Because Effect”