It’s been 60 years since the first TV ad was broadcast in the UK. In that time, we’ve moved from the innocent grainy black-and-white “Tingle of Health” of Gibbs SR toothpaste, to the sophisticated hyper-reality of 4K TV and beyond, in lock-step with developing communications technologies. The next 60 years will certainly see an even faster pace of change. So what can we look forward to (or not) in the realm of advertising?
Between us and the horizon we can already see a dramatic move from old-fashioned “broadcasting”, through current “narrowcasting” (ever smaller, more specialist audiences) to full personalisation, a la Minority Report. 4OD provided a good example recently. When I signed onto the site, a clip appeared of a person walking along pulling a case with a swinging label – reading Leslie.
As our interface with the world increasingly collapses to our screens it will become easier – and more profitable – for advertisers to “see” us, recognise our interests and motivations, and tailor ad content accordingly.… Read the rest