Play­ing to the au­di­ence

Campaign Middle East - - CONTENTS -

When I met with Dani Richa, who will be crowned Ad­ver­tis­ing Man of the Year at the Dubai Lynx, he said the ad in­dus­try is like a co­me­dian now. Not be­cause peo­ple are laugh­ing at it, but be­cause of the way it treats its au­di­ence.

Be­fore, it was a cin­ema, cast­ing out a prepre­pared, finely honed mes­sage to its au­di­ence, no mat­ter how full the cin­ema was or who was sat in the seats.

But now it checks out its au­di­ence be­fore it has even got on stage, and it tai­lors its act to them, play­ing for laughs and fol­low­ing themes that get the most en­gage­ment, while drop­ping ma­te­rial that isn’t get­ting a good re­ac­tion.

Shortly be­fore our in­ter­view, I at­tended a talk given by Ser­vi­ce­plan about psy­cho­graphic tar­get­ing. In­stead of pi­geon­hol­ing peo­ple ac­cord­ing to their de­mo­graph­ics ( 35- 45, male, un­mar­ried, mid­dle- man­age­ment) we can now talk to them ac­cord­ing to their mo­ti­va­tions, driv­ers, at­ti­tudes and val­ues.

Fac­tor­ing this in­sight into the cre­ation of ads should help cam­paigns con­nect bet­ter, as it gets the mes­sag­ing closer to what makes each con­sumer tick. Or, more to the point, what makes them buy.

And you can cre­ate nu­mer­ous ex­e­cu­tions of the same ad, de­pend­ing on whether it is be­ing shown to some­one who is am­bi­tious, cau­tious, fam­ily ori­ented or cost con­scious, for ex­am­ple.

Richa says that tech­nol­ogy, rather than lib­er­at­ing cre­ative and me­dia agen­cies from one an­other, is bring­ing them closer to­gether as they share the data be­hind ad per­for­mance to al­low them to re­spond fast and flex­i­bly to data.

One Aus­tralian car sales site ( cun­ningly called Carsales.com) has just taken this to ex­tremes, al­low­ing sell­ers to build their own ads us­ing voice and video clips to of­fer a to­tal of 1.2 tril­lion pos­si­ble unique ads.

This is a lit­tle ex­treme, but I pre­dict see­ing it pick up some metal this year.

Of course we won’t see the ads when it does, only the case study video.

It’s not long since ad shows were a roll call of print cam­paigns and TVCs for all to watch, but as ads be­come more tai­lored, the videos ju­ries must pe­ruse are now more likely to show the con­cept than the ad it­self.

And as ads be­come more and more tai­lored, those that are shown are more a pla­tonic ideal than that ad any con­sumer would ac­tu­ally see.

I won­der how long it will be be­fore we don’t see any ads at awards shows, only the big ideas be­hind them.

How will that play with the au­di­ence?

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