Behavioral Marketing and Targeted Ads
Behavioral Based Social Media System for the Cable TV Market
Cable has long history of failing to develop 1-1 target marketing. Canoe Ventures (MSO venture) was touted as the Holy Grail of targeted advertising and was less than a success.
"By the way, don't think that the Internet is a killer application in direct response advertising and electronic commerce." David Verklin, CEO of Canoe Ventures.
Interview highlights the indifferent attitude of cable operators towards the Internet and targeted ads. Which has led to losing major ad revenue to Google, Facebook, and Twitter.
"Most TV ads are still stuck in a broadcast mindset, failing to emotionally engage viewers and missing the opportunity for social engagement."
“Advertisers have weighed in heavily on the future of TV, with both their thoughts and their considerable wallets. Advertisers are increasingly expecting to present their advertising messages to just their desired audience…and not to anyone else. For over 60 years, video advertising could only be bought via a TV show’s projected audience, which served as a blunt proxy for a certain target audience. The result has been many wasted impressions and an often irrelevant experience for consumers. In the near future, advertisers will demand the ability to target their messages to people rather than targeting their messages to TV shows as proxies for people.”
The obvious alternative, with the least cost to implement is an independent Cloud CRM solution designed to cross index cable subscriber households with their corresponding social network interests. The current regulatory and privacy issues experienced by cable TV operators gathering unauthorized data from set-top boxes could be mitigated by validating subscriber and even eliminated by essentially having an opt-in plan (provided conveniently by the social media). Access along with profile and interests of households would be controlled by the subscriber’s social media platform of choice. Facebook and Twitter have high consumer acceptance and could be used for household profiles, product interests, social interests, and viewing entertainment interests. There would be incentives to the subscribers to opt-in including notification and reminder of viewing favorites, Groupon type ads, and specific ads matching interests with infomercial type group discounts and urgency to buy.