5 Creative Examples of Personalized Advertising Beyond Programmatic Banners
When we think of personalizing advertising we often think of retargeted banners with some custom copy. However there are many more data inputs we can gather than just web visits and there is more we can do with that data than just changing a couple of lines of copy.
The following are five examples of interesting ways inputs and outputs used personalized communication:
1. Voice → Logo
A Brazilian telecom company, Oi, customized its logo to be a shapeshifting, color-changing mark that responds to your voice. It looks different to every customer who speaks to it and gives the element of personalization that doesn’t feel intrusive (even though it’s listening to every word you’re saying). I don’t know about you but I’m eager to see what my mark would look like, although if I got to pick I would be a Fleur. Check out how they did it here.
2. Facial Expressions → Billboard
Snickers put its slogan ‘You’re Not You When You’re Hungry’ to the test and put up a billboard in New York City that reacted to faces of those who passed by. If you stared too long, Marilyn Monroe turned into a grumpy Willem Dafoe. Using a facial recognition camera the billboard was able to engage and interact with those who passed the ad.
3. Full Body Scan → Shopping List
Klépierre is changing the game for European shopping malls by providing customized product recommendations that can be bought in stores. By taking a visual body scan in the “Inspiration Corridor” customers are analyzed for their age, gender and clothing style. Once this data is taken into account (about 10 seconds total) a personalized mood board is tailored to the individual. Each selection made, in this window shopping simulation, updates a recommendation engine which in turn updates the product selection. All of this data can then be stored in a mobile application so shoppers can go forth and purchase.
4. Destination → Vibrating Shoes
This value-add product that EasyJet is working on leads travellers to their destination without ever having to look down at their phone. With a Google Maps partnership and bluetooth technology, these trainers give directions by vibrating patterns. While this might mean giving EasyJet information about where you are at all times, you get to take in your surroundings without looking like you just got off the plane.
5. Facebook Travel Data → Unique Ad
Facebook data almost seems like a prehistoric method of targeting because everyone is doing it. But not everyone is being creative in their attempts to engage the audience. Priceline, looked for milestones that would require the user to travel to push fake news onto their timeline that is relevant to their life events. For instance to people who had friends who were getting engaged and they knew they would be going on bachelorette parties soon they had specific news stories for. Others included, graduations, high school reunions and moving states.
