The transformation of the Super Bowl ad experience: As I discuss in my new book, advertisers are leveraging new technologies to track our personal habits and target us with individualized advertising. In other words, they want to make sure the ads we see are aligned with our existing tastes and preferences. It’s based on research showing that a “personalized” ad is more likely to stick in our heads and trigger a sale.
This sort of thing happens when we receive direct mail based on the type of car we own. It happens in the supermarket checkout lane when our shopper’s loyalty card tells advertisers our purchase histories.
It’s happening during the Super Bowl, too. And it may even change the way we see Super Bowl ads in the future.
This sort of thing happens when we receive direct mail based on the type of car we own. It happens in the supermarket checkout lane when our shopper’s loyalty card tells advertisers our purchase histories.
It’s happening during the Super Bowl, too. And it may even change the way we see Super Bowl ads in the future.