What “Minority Report” Taught the Advertising Industry

March 18, 2009

minority-reportMovies can teach us a thing or two about ourselves, our world, our past, and our dreams.  And sometimes, a movie can even teach us a thing or two about our future.

Truthfully, most movies that portray the future try to show the unimaginable, and make us think that its a possibility.  Sometimes they will get it right, other times they will get it wrong, but most times the creator just wants it to look like “the future”.

In the movie, Minority Report, with Tom Cruise, we saw the future of advertising; a future that is approaching very quickly.  Throughout the movie we see that all citizens of this futuristic world are tracked and followed by eye scanners.  In essence, we know where everyone is at all times as long as they have eyes.  Using this technology, ads are served to each person individually as they walk by a “billboard” like computer screen (which are everywhere).

Essentially, the advertisement know not only who is looking at an ad, but who is close enough and could see it if attracted in that direction.  It can use this information to “call out” your name and change or customize the ad to you.  Sounds like a winner to me.

Back to reality. There are a few trends in advertising that suggest we may be headed in the “Minority Report” direction.

First, late last week Google announced their new interest based advertising model for their Adsense programs.  The gist of this new idea is to monitor a person’s online behavior to discover the types of things they are interested in, then serve them ads for those things when visiting a site that uses Adsense.  In addition, anyone with a Google account can customize their interests in order to filter the ads that they will inevitably see.  This is where online advertising was always headed.

But what about “offline” or “traditional” advertising.  Well that is the second thing.  A company by the name of Tru-Media Solutions is just one of a few technology companies that have started putting small cameras in billboard advertisements.  These cameras are used to “monitor” and “recognize” who is looking at the ad.  This technology, combined with billboard screens that can change from one ad to another, could be used exactly the same way that we see the ads in the movie.

The technology in the cameras is still a long way from perfect, but it can monitor things like gender, height, and weight already.  Soon, we will see these cameras with even more capabilities, and ads that are ever more customizable.

This is the future of advertising, an industry that needs to become personalized to become sustainable. There are no more mass markets, where a basic commercial can make you profitable, or where a market analyst can tell you which three magazines to advertise in to reach your “target”.  Now, a successful advertiser needs to reach the potential customer on a personal level to get their attention.  And these are just a few ways that technology is crossing over into the advertising sector and leading us to the future that Minority Report so brilliantly laid out for us.

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hank you.

5 Comments | Branding, Tech | Tagged: , , , | Permalink
Posted by Zach Heller

When Will Google Take Over TV

February 20, 2009

googletvThe question is not if Google will make it as the dominant Television Advertising company, but when.  And yes, I know that all those defenders of the old world view will debate me on this one.  To tell you the truth, I am looking forward to it.

For starters, I think that the entire television advertising model is on its way out. We already see the need for alternate sources or means of advertising thanks to the power of technologies like DVR, TiVo, OnDemand, and TV online.  Advertising dollars seem to be going to waste more times than not in the tv world.

Secondly, Google has revolutionized the delivery of ads online by controlling the largest network of advertisers and delivering relevant content in all environments.  They are an advertising company, and they are damn good at it.  So why shouldn’t they try their hand at television?

They already started to look at the possibility.  In fact, they set it up so that through your AdWords account, you can set up a commercial that you produced to be aired on stations and in regions that you like.  Google acts as the media buyer in this case and uses a bidding system to decide how often and when the ads will show.

This is a nice start, but give it time and I think things will change a great deal.  First, the price for ads will go down, with a true bidding system in place, owned and operated by Google (and maybe other likeminded advertising companies).  The networks will have to buy into this new system or risk missing out on the last hope of commercial advertising dollars.  Second, I think ads will start to become more personalized and content relevant, just like they have become online.  This makes commercials easier to deal with for the everyday tv viewer.

I believe that with Google at the helm, ads will be more direct, with ways of tracking success like never before.  Spread out the commercials within the show, with more, shorter breaks, and they become part of the viewing experience again.  I think Google can save TV advertising. Do you agree?

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8 Comments | change, Tech | Tagged: , , , | Permalink
Posted by Zach Heller

What Would Google Do? (Book Review)

February 11, 2009

9780061709715“It’s about seeing the world as Google sees it, finding your own new worldview, and seeing differently.  In that sense, this isn’t a book about Google.  It’s a book about you.”

The first thing that you notice when you start to read the new book from Jeff Jarvis, What Would Google Do, is that this book is going to open your eyes to many “hidden truths”.  By breaking down Google’s philosophy, beliefs, and culture, Jeff shows us everything that has changed in the world since the explosion of the online world.

In exposing everything that Google has done, we can finally start to look at the world through their eyes.  Whereas many media, marketing, internet companies are clinging to ideals and beliefs of the old economy, Google and a few others have redefined what companies can do, how they can behave, and how they can develop.

Page by page, Jeff breaks down the rules that Google has followed to continue to grow and be successful.  And in doing so, he relates how other companies can use the same ideals to take advantage of a new generation of consumers that talk and discuss products and services in an open forum.  And through personal stories, detailed explanations of online activity, and an overview of how the major internet services work, we can see just how important it is for companies to join in the conversation, find niches, create communities, and act to serve the customer.

This is a must read for anyone who wants to further understand the power of the network. As the world continues to change through an ever expansive and open online society, it is vital that you know the rules of the game.  Jeff Jarvis will show you what is changing, where we’re headed, and how you can adjust and prepare yourself.  It is a creative way of looking at the world and will inspire you to embrace it.

You’re turn, what are some other books that do a great job of looking at the world in an interesting way and explaining new ideas?  What inspires you?  Let us know in the comments area below.

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Posted by Zach Heller

Big Picture, Simple Execution, Strong Vision

January 21, 2009

20070514-toyota-logoToyota may move to the number 1 automaker in the world in 2009, replacing GM.  They did this by continuing to see the big picture, work to sell globally, and produce cars that met or exceeded customer demands.  They didn’t use any crazy schemes, remarkable innovations, or cut throat marketing.

Early in its history, Google became the most popular search engine, moving past Yahoo.  They did this by creating a faster, more accurate search engine than we had seen before.  And though this takes a lot of research and innovative technology, it is basically just offering a service that people needed; one that was easier to use.

My point here is that a company does not have to execute any major, outside the box, strategy to succeed.  The most successful, long lasting companies in the world have done one thing consistently: Give customers what they need/want.  Whether it’s Google, Toyota, Apple, FedEx, IBM, or your small business.

So what does this mean for you?

Well, right now it means simplifying your vision to get through the recession.  It means concentrating on one or two things that you do well, and building on them.  Define what your customers need from you and give it to them, no questions asked.  If you do this, you’ll keep clients, it’s as simple as that.

In the future, it means establishing a set of core principles or values that you are going to stick to.  If you believe in offering the latest technology enhancements to your products, don’t cut corners or your customers will call you out on it.  If you believe in following up on your sales with superior service and maintenance, don’t hire weak support staff.  Look at the big picture, see what you need to do to succeed, and do it.  You’ll get in more trouble and take on greater risk by changing philosophies, changing industries, or changing strategies unnecessarily.

And this same idea that works in the business world can work for Barack Obama.

Dear President Obama,

Congratulations, you’ve made it.  Time to get to work.  You’re running the show and the people expect certain things from you.  So make the government work for us, and start to execute the things you’ve promised.  If you give us what you said you’d give us, we’ll love you for it.  If you carry out as we expect, the world can move forward.  Like a strong company, this country will only work with clear vision and leadership, core values and principles, and simple, straightforward execution.

Sometimes innovation comes from doing what’s right, and what is needed.

Signed,
Zach Heller, “Be Innovation”

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3 Comments | Theory | Tagged: , , , , , | Permalink
Posted by Zach Heller

Sell Advertising to Support Innovative Growth

December 3, 2008

untitled-1Social Networks and many other free online services are trying to do it, and so can you.  Making money off advertisements is the hot revenue model of the day.  But is it effective?  That remains to be seen.  For some it has worked, for some it has failed.  Google AdWords does the job, Facebook does not.

But selling advertising to make money is not a new phenomenon restricted to the web, it has been the main source of revenue from many other media outlets such as television.  And it seems that almost everywhere we look, our eyes are bombarded by non-stop ads.  And we have to get used to it, if we haven’t already, because that trend is only going to rise.

For anyone running, or thinking of starting a business, you can use this strategy to achieve success, but do it creatively.  The inspiration for this post was this story on CNN about a teacher selling advertising on his tests to make up for a low school budget.  You can view this in a few different ways, but I see it as an innovative way to do business.  Even in a school setting, the ads are catered to the students without being distracting or obscene.  And it allows the teach to raise a little money to pay for classroom supplies and activities.

The keys to selling advertising, no matter how innovative it is, are three-fold.  First, you need to know your audience.  Ads that will do best are those that are catered to the people that will be seeing them, and most likely to respond to them.  The more defined your audience, the more money you can make from the ads (Google exemplifies this with AdWords).

Second, the reason ads work best online is because there are ways to track their exposure and use.  Someone clicks on an ad, the advertiser sees that, and can judge for themselves whether that ad is paying off.  Offline, this is harder to read.  Specializing these ads with certain promotional codes to use, contests to enter, or url’s to visit can help.  Be creative.

And finally, you need to sell.  This is the most important element, though it may be the most obvious.  Many people decide that they want to sell advertising, but forget that they have to commit the resources to actually contacting potential advertisers and selling them on the idea.  This can be a long process and can be expensive at first.  The more knowledge you have, and the more information you can give to advertisers, the better off you will be.

So if you are just starting a business, or running a business that has hit some tough times, look to advertising.  Who can you advertise to?  Where can you advertise the most effectively?  If you offer your product or services for free, will the advertising dollars make up for the lost revenue?  Think about.

P.S. I didn’t even pay for this post, but I am able to offer it to you for free.  Why?  Advertising!

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Posted by Zach Heller

FluTrends from Google: Information Innovation

November 12, 2008

Making big news yesterday was the announcing of Google FluTrends.  The idea is simple: use search trends and data to track the spread of the flu virus throughout the country.

Google has long been able to track everything that people are searching for, and they have used that data to find trends, recommend certain search phrases, and track where their users go for answers.  Most people that use Google may not realize this, but they know a whole lot about you by “watching you search”.  This has brought up privacy concerns for a long time, but the company built on the motto “Don’t be evil” seems to be using this data to help people.

annual_cdc_comparison1

Google FluTrends is one example of an innovative way to use this information for good.  Google can see where their users are searching for things like “flu symptons”, “flu shots”, or anything else flu related.  Now obviously there will be people with the flu that don’t search, and people who search it just for information and not because they have it, but overall this system works well.

Now, even the government is taking interest.  Whereas normal health reporting agencies will notify when and where the flu is most active within 10 days, Google FluTrends can do it almost instantly.  In many ways, it can predict the outbreak, and help health officials prepare.  The goal is to get the vaccination in the hands of those that need it most before things get too bad.

In my opinion, when a company like Google has this type of information, they have a moral responsibility to use it to help people.  And if this new “product” proves useful this flu season, it is an ingenious way to use their power for good.

For more information on projects they are working on at Google, visit www.google.org.

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Posted by Zach Heller

The Truth about the Facebook/Google War

October 29, 2008

Google embodies everything that we dream the internet can be.  Their search engine transformed the way we found information.  And through the years, it seems like they lead the way for other internet companies to build their own space.  They represent freedom.

Facebook represents the newer, more united internet.  A network of people that grew out of control because it filled a void that we never even knew existed.  They lead the way in an area that has taken off in the last 3 years.  They are the epitome of social networking, and continue to grow their aspirations almost as fast as they grow their reach.

For these two companies, to say that they don’t directly compete would be very shortsighted.  Almost every online company must be aware of others, and these are the two giants of our time.  They are far and away two of the most innovative companies on the net, and they have enough money and power to dream and accomplish many things that we have yet to even contemplate.

As they grow, they also grow fearfulof what other internet powers meet do.  Though they will not openly say it, they must be afraid of losing out on the next big thing, or being beaten to the punch of some new project they are working on.

The poll from my last post shows that the majority of respondents felt that it was a good thing that these companies have been fighting back against each other.  And of course, in the traditional business sense, competitionis a good thing.  The internet, which represents freedom of ideas and information, must be a competitive marketplace, with no one company having too much control.  In this way, the pressure these companies put on each other will lead to each of them working harder.

But competition, perhaps especially on the internet, can make companies fearful and greedy.  This is an area that we have only started to understand.  Internet startups and entrepreneurs have proven that there is a limitless value to the online world.  We have only scratched the surface of its use.  And it seems that if these two giants worked together they could unlock more of the hidden magic in this marketplace than working against each other.

In my eyes, competition is good for the consumer when a market has limits.  When companies battle over set market share, they add value to their products and get better.  But in a field that has no limits, does a head to head battle make sense?

The internet is still a fresh, relatively undiscovered field.  In the coming years, we will no doubt develop new uses that are yet to be conceived.  And it is going to take companies acting on their own terms to continue to innovate and develop these new areas.  A Facebook vs. Google internetmay not be the best scenario for anyone involved.  The two companies share many of the purest and most innovative qualities that have made both of them successful in the online world.  They should continue to develop these commonalities and find a way to coexist without competing in order to get the most out of the internet in coming years.

4 Comments | Tech, web 2.0 | Tagged: , , , , | Permalink
Posted by Zach Heller

Google vs. Facebook: What does it all mean?

October 24, 2008

It is well documented that Google and Facebook do not like each other. They can barely stand to be in the same room or at the same conference as one another. It’s a strange relationship.  It’s not like Yahoo and Google, which is like a sibling rivalry in one industry. These are two of the most powerful companies on the internet, both with clear aspirations for the future of the web, who fear each other just enough to make coexistence impossible.

Awhile ago I read an article in Time magazine about the future of the internet, and who will have control.  The three options: Apple, Facebook, and Google.  The reason: Each are in a position to expand their territory, have the money and ingenuity to make major moves, and each have a very different belief when it comes to what the internet is best used for. The article analyzed the good and bad aspects of all three, but did not take the time to address whether it is good or bad that there is that kind of battle for control.

Should the battle even exist?Let’s take a closer look at the war waging between Google and Facebook.  First, their underlying culture as it relates to the use of the internet are conflicting. Google believes in the freedom of information and the ease of which people can access it. Whereas Facebook holds sacred the anonymity of its users and closes its network to outsiders, including Google.

When Facebook wanted an advertising partner, they went to Microsoft, another company that is not too fond of Google. Open Social, the project Google started to make social networking more inclusive, did not extend the invitation to Facebook. There is a war brewing.

Let me know if you think that an internet where Facebook and Google hate each other is good or bad for the future of the web. Is it a pure case of competition being good for the consumer? Or is there an underlying negative aspect to these two powers going toe to toe? I will let you know what I think in my next post.

3 Comments | anti-innovation, Theory, web 2.0 | Tagged: , , , | Permalink
Posted by Zach Heller

Reader Submission – Mine Field Combine

September 29, 2008

Since posting last week on the Google “10 to the 100th” project, I have received various emails from people on the subject. Some just wanted more information from me on the nature of the contest, some wanted to know what my ideas were for the project, and a few submitted their own ideas to me. One of the first that I got was very interesting.

It came from an engineer in Bulgaria (potentially my first Bulgarian reader).  The idea was a prototype for a robotized combine for cleaning minefields. He included a detailed report of how the system would work – robotized-combine-for-cleaning-mine-fields – based on a search and destroy method that would neutralize entire fields at once. Though I have a limited knowledge of this type of engineering process, the idea did seem to be within reach.

This would help many people living in areas that have a history of wars and violence. Mine fields are not only responsible for civilian casualties years after fighting is done, they also destroy soil that could be used for farming. A better system for clearing old minefields is clearly needed to protect future generations. Google would do well to pay attention to this specific submission.

Thank you to everyone that has submitted their ideas thus far, and please keep them coming.

2 Comments | Features | Tagged: , , | Permalink
Posted by Zach Heller

10^100 Innovators

September 25, 2008

Though I am admittedly a little late on this one, I feel that this project deserves as much attention as it can get. And if my blog can alert one extra person to it, I will be satisfied. I hope that person is you.

The project I am talking about is Google’s “10 to the 100th”. Announced yesterday, Google is calling on the world to come up with the best ideas for helping people. They want user submissions of ideas, projects, organizations, inventions, etc. that they will fund to the tune of $10,000,000.

Submissions are already being taken, and will continue to be accepted through October 20th. Once they are all collected, they will be voted on by users, than reviewed by judges to determine 5 finalists. The goal here, according to the website, is come up with ideas big or small that will help a large amount of people. The ideas are broken down into categories, such as energy, environment, and health.

“There are so many great ideas out there that never get funded”, the website claims, “This offers people a way to voice their ideas to the public and have a chance to do something significant with them.”

I love this project. From Google’s end, they get interaction with internet users in a fun and interesting way. They use a contest to get ideas, and offer some great rewards to the most innovative people on the web. From a user’s perspective, this gives people a voice. The winners will be those people that have had this one great idea for a long time and nowhere to turn with it.

As you may have guessed, I have already turned in one suggestion. I would love to hear what you think about the project, and hear any submissions that you have entered as well. The best ideas may come from collaboration anyway, as most great innovations do.

2 Comments | Branding | Tagged: , , , , | Permalink
Posted by Zach Heller

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