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The
Future: Take 2
or how to micro-target thousands of
creatives
without really trying
You
might remember Tom Cruise's character in the movie Minority
Report as he tries to evade capture, only to be thwarted
by targeted advertising – "John Anderton! You
could use a Guinness right about now." This wasn't
just a figment of Philip K. Dick's brain on drugs, but actually
a vision grown out of an MIT think tank that director Steven
Spielberg asked to imagine what the world would be like
in 2054. Privacy issues notwithstanding (no, you may not
scan my retina thank you very much), a brave new world,
of sorts, is definitely at hand and it's bringing an infinite
bag of challenges with it.
OK, so you're probably asking yourself, "How can I
execute hundreds or thousands of personalized creative when
my current resources can barely handle multivariate testing?"
I'm glad you asked.
Recently,
TruEffect™
and Qmecom
have joined forces to bring the DirectServe™ targeting
wizardry to Qmecom's technology platform that easily and
economically creates millions of relevant and engaging rich
media advertisements. We've been hearing "serve the
right ad, to the right person, at the right time" for
over a decade – it's our mantra, right? Well, it appears
that technology has finally caught up with strategy.
In The End of Advertising as We Know It, IBM says,
"Companies
like Qmecom are allowing for customization with automation,
so that hundreds of creative outputs take the place of the
mere one, two, or five variations common in days past."
Imagine the possibilities?
Danny
Gruber, founder and COO of Qmecom says, "We are very
excited with our partnership with TruEffect™. The powerful
combination of Qmecom's content creation platform with TruEffect's
DirectServe™ targeting solution finally delivers on
the promise of scalable and cost effective personalized
ad serving. Advertisers no longer have any time or cost
barriers in targeting many customer segments or creating
unique messages for each of these groups."
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