It’s an Ad, Ad, Ad, Ad World
It is only a matter of time until nearly all advertisements around the world are digital. Or so says David W. Kenny, the chairman and chief executive of Digitas, the advertising agency in Boston that was acquired by the Publicis Groupe for $1.3 billion six months ago.
Now Mr. Kenny is reshaping the digital advertising strategy…the plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television. >>Full Story
Thoughts// An interesting article in today’s Times about ad giant Publicis’ ambitious strategy to build a “behavioral network” in hopes of delivering personalized messages to consumers, across multiple platforms. While the concept is brilliant, the proverbial “devil” might be in the details; i.e. how do you build and manage an integrated, multi-platform (TV, computer, mobile) behavioral network that profiles users’ watching and surfing habits and track their response to specific ads. 1984, here we come!