The future is dynamic and in turn it only seems appropriate that we apply those concepts across different media. This post is nothing more than a rant about a cool idea I had one day chatting with a friend, but who knows, big ideas have to start somewhere.
More often we’re seeing dynamic ads pulling user data to create a more custom experience whether its photos from your flickr account or location tracking via gps on your iphone. What i’m proposing is a dynamic product placement model for television and movies. As some see the decline of the 30 second TV commercial coming, many are advocating new avenues of advertising. The classic product placement has been around for years and that appropriatly positioned Coke label in your favorite scene of a movie can be called out for what it is now more than ever.
Imagine this, actors no longer holding a coke can or pulling a slice of pizza out of a Pizza Hut box, but rather a green screen can or pizza box. Now the ad placement on that box goes to the highest bidder. Take this to the next level, Comcast is showing hundreds of movies on television, sent to you digitally, they can tell exactly where you live. Now imagine that pizza box in the next George Clooney movie having your local hometown pizza place on it. Local adverisers now have the opportunity to take advantage of product placement, that was only for the largest of corporations.
As marketers gain more and more information about their individual consumers, more focused, relevant and contextual advertising will follow. I’m excitied to live in a world where ideas like this aren’t so crazy anymore, and am dying to start working with companies that don’t say, “we can’t do that” but rather “lets figure out how to do that”.
