On-demand advertising

I am shopping for a new car, and only today I spent a couple of hours looking for a good option for my family and myself.

With all the content and ads we are exposed to nowadays, I find it puzzling that there is no single space on the internet where I can go, say what I am looking for and get a number of customised (i.e., based on the needs and wants I would state) offers from different dealers.

We have been sold the idea of behavioural advertising (i.e., ads based on where I have been and what I have done on the internet) and of contextual advertising (i.e., ads based on where I am on the internet). Businesses got lazy, and forgot about the arts of asking and (really) listening.

Of course, when you ask and listen, there are two things happening that possibly get businesses (and marketing departments) into troubles.

First of all, you have to deliver. On-demand advertising would mean that when the customer expresses their needs and wants, you need to have a single matching offer to meet those (rather than having a range of offers that may bend customer’s needs and wants).

Second, you have to be the best. While many different businesses can ran ads on the same topic and find solace in some more or less meaningless metrics (reach, impressions, engagement, click-throughs, conversions, and so on), on-demand advertising would have one winner only. The one who gets the deal.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s