The BBC reported recently on how TV viewing is becoming a more social experience. When I read through that article, I said, hang on a minute, I had an idea back in October of 2005 along the same lines… I called it audience-inclusive advertising, but the thoughts I wrote in there can be applied to other content on TV, like shows, which is what’s currently happening.
It’s fun to read through my original article and see how much of the stuff has already come to fruition. Here’s one:
A site can be set up and maintained by a consortium of advertising agencies and brand owners or a neutral body, that would either track viewer product preferences through data mining and random surveys, or would actively encourage users to register and provide product preferences. Alternately, existing user data could be compiled from various databases.
Now we have Facebook and Twitter, and advertisers love to mine their data sets for user product preferences, to give them surveys (think of all the annoying quizzes on Facebook), and collect data on them every time an app is authorized. So this has already happened.
Through the medium of the website, brand owners can also take a cue from the users about the kind of products they need to advertise, this time in a more direct way, through hard data. Even more, they can more easily survey the users about the kind of new products they want to see.
Think of all the fan pages set up on Facebook by companies and brands. You can become a fan, learn more about the company, and be surveyed, live, about your preferences. Beautiful.
Another way to keep the audience is to offer prizes for watching the ads and picking through clues that are weaved through both the ads and the shows. Entries can then be registered on the show’s site or at this main site for a chance to win something, perhaps even products featured on the show, or something as banal as an actor’s coat, or the actual bottle of perfume used by an actress on the show. These aren’t things that cost much but mean a lot to the audience.
Do you notice how many product giveaways there are on Facebook and Twitter? Companies are giving away not just stuff that doesn’t cost a lot, like an actor’s wardrobe, but they’re giving fans cars, computers, cameras, TVs and other things that cost a fair bit of money. And it’s all done for the purpose of keeping users (fans, if you will) tuned into the company’s platform and brand.
It’s also fun to see what stuff didn’t get implemented (yet?), but I’ll let you do that by reading through my original article.