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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Where Is the Line Between Creepy and Creative in Advertising?

Brands are starting to push the boundary, using personal info in ads

16/01/2018
in News
3 min read
Where Is the Line Between Creepy and Creative in Advertising?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

In 2018, consumers have largely accepted that marketers use an online log of their behaviors and spending habits to target digital audiences with relevant ads. A Pew Research Center study found last year that most Americans determine their online privacy rights case by case, with 47 percent saying they’re comfortable with retailers tracking their purchases to deliver better deals.

Now major brands, including Spotify, Netflix and Cost Plus World Market, are testing the waters by using their troves of user data to drive not only the targeting but the creation of their ads. Many of these campaigns seem like experiments designed to determine just how much of their own data people are willing to tolerate.

“At what point do you creep someone out?” asked Ian Mackenzie, executive creative director at data-first shop FCB/Six. He said all of FCB/Six’s clients are curious about how they can employ their user data but are hesitant to actually do it.

“It’s uncharted territory,” added FCB/Six president Andrea Cook, who said companies are fearful that, if they cross a line, they could “get called on the carpet.”

But where, exactly, is that line?

Many were amused when Spotify first used data mining in a series of oddly specific ads last year. One billboard read, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day: What did you do?” The campaign was so popular that Spotify tweaked it and brought it back this holiday season, in “2018 Goals,” broadening its scope to a more general audience. One banner read: “Skip dinner invites from the people who added these songs to their playlists: Slippery, All of Me, DNA.”

Where Is the Line Between Creepy and Creative in Advertising? 1

That may explain why when Netflix piggybacked on Spotify’s first campaign with a single pre-Christmas tweet that read, “To the 53 people who’ve watched A Christmas Prince every day for the past 18 days: Who hurt you?,” drew some inevitable haters, who questioned why it called out just one small group of users.

To the 53 people who’ve watched A Christmas Prince every day for the past 18 days: Who hurt you?

— Netflix US (@netflix) 11. prosinca 2017.

“When you use personal information and you don’t add value, it’s intrusive,” said Thomas Shadoff, director of media at Toronto agency Bensimon Byrne. The value in Spotify’s ads being it showed it listens to all users.

His agency used retargeting to create Svedka Vodka’s creepy Halloween “Banner Ad Curse” campaign that literally haunted internet users with banner ads after they clicked on a seemingly harmless post for cocktail recipes. But the agency shied away from using data to inspire the creative, despite having the option to do so.

“With access to so much data, we were careful not to go too far,” explained Patrick Schroen, Bensimon Byrne’s creative technology lead. “We explored creative with more personal info that didn’t make the cut, keeping the creative more playful and fun.”

Typically, Rebecca Lieb, digital marketing and media analyst, explained that ads annoy consumers when they’re improperly targeted or were retargeted too many times, not for creepy creative.

“Brands and their agencies are between a rock and a hard place,” Lieb said. “What would you rather do: creep someone out, or not have them see [the ads] at all?”

Cost Plus World Market needed to be particularly cautious when tapping into personal data. The home goods retailer asked customers, like “Lisa and Ray Worley in the low-rise apartment near that no-frills diner on N 73rdSt.,” to allow their own data to be used in a series of playful banners, created by barrettSF.

Where Is the Line Between Creepy and Creative in Advertising? 2

That agency’s founder and executive creative director, Jamie Barrett, said “the legalities of revealing real addresses, etcetera” made it necessary for the agency to ask for permission.

“I can tell what bank you walked into [and] what you’re wearing just by your phone number,” said FCB/Six’s Cook. “Would that creep you out if a brand knew the sweater you’re wearing? What’s the next level of creepy?”

 

Tags: DataNetflixRetargetingSpotifyTargeting
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