Collection of data, surveillance has new meaning in daily life.
By Deepak Chitnis
WASHINGTON, DC: A new television service is aiming to allow all sorts of advertisers to target specific households and individuals in order to maximize the effectiveness of their ad campaigns.
The service, entitled Addressable TV, will let advertisers pay broadcasting companies to show ads in households that they feel would respond the most to their commercials. Congress is also apparently keen on the service, as it would not only allow advertisers to spend their money more wisely, but it would benefit themselves when it comes time for elections and candidates need to buy ever-valuable air time on television.
In fact, DirecTV and Dish Network both signed agreements with political clients to allow them to better vet their access into some 20 million households across the US and better pinpoint exactly who gets to see their ads, and when those ads are aired. The service can even replace ads within programs that have been recorded on your DVR (Digital Video Recorder) with more up-to-date messages, meaning that a show taped a week ago could now show you information on items or candidates that is more recent and relevant.
But how would such specific targeting be made possible? Theoretically, by gathering data on demographics and the living/spending habits of a community, and then broadcasting those advertisements to those houses. So, for example, if you live in an Indian-dominated community, you could see a sudden rise in ads for Vonage phone service, or Dish Network, or supermarkets that have the best, most fresh fruits and vegetables.
The idea is very reminiscent of the snafu Google found themselves in some years ago, when their Gmail application began showing specific links and advertisements in users’ inboxes based on information that Google was gleaning from the messages in people’s emails. Such an invasion of privacy is a concern for many, especially those who feel that the Obama administration has been nothing more than an eight-year campaign to install socialism in America.
In fact, online video service Hulu already employs a similar tactic in its advertising. When watching a video, you are given a choice between two or three different ads. Even if you don’t get a choice, while an ad is playing you are asked whether or not the ad is relevant to you. Answering Yes or No will dictate what types of advertisements you are shown in the future.
Yet advertisers, broadcasters, and politicians all seem to be on board, and those are the three most important bodies in this matter. Addressable TV service is being refined in time for the November midterm elections, which are going to be very critical in deciding the balance of power in Washington for the remaining two years of Obama’s presidency. In today’s age of recording and internet streaming, television advertising has taken a hit; with this new service, it looks like it’s found a way to stay alive.
To contact the author, email to deepakchitnis@americanbazaaronline.com