未來廣告商吸引你的10種方式(下)
onalized Radio And Television Ads
5.個性化的廣播和電視廣告
While radio and TV advertising remains a significant source of revenue for many advertisers, its one-size-fits-all approach ensures that a great number of ads will fall on uninterested ears; to name just one example, diamond engagement ring ads—common in most radio markets—are not very helpful to those who are already married. At least one company hopes to optimize this form of advertising by providing web-style targeted ads to terrestrial radio and television broadcasts. The technology, developed by tech company Gracenote, is available in over 50 million cars today. It develops a profile of a user by identifying songs played on CD and radio, the type of car being driven, frequent locations, and more; it then uses this profile to dynamically insert relevant ads in place of local programming. The company has been developing a similar application for televisions for over 10 years. It uses video recognition to identify commercial breaks, swapping the broadcast content for more relevant content based on its user profile. We can expect this type of targeted advertising to proliferate quickly. Gracenote is owned by Sony, a major manufacturer of televisions and audio equipment.
廣播和電視廣告仍然是廣告商收益的重要渠道之一，通常他們會將同一個廣告通過不同的渠道向顧客投放，有些廣告接受者根本不是目標人羣。比如說，廣播裏經常播放訂婚戒指的廣告，但對於已婚人士來說，這些廣告就是無用的。有家公司想要像網頁廣告一樣，在地面廣播和電視上提供針對用戶需求的廣告，來使得廣告形式最優化。這項技術由Gracenote科技公司研發，現在已應用於超過5000萬輛車上。Gracenote公司通過分析用戶經常聽的歌曲、車輛的型號、經常去的地方等信息，建立起用戶文件。根據用戶文件靈活地插入附近的相關廣告。Gracenote公司10年前就已經研發出類似的電視應用，根據視頻識別的內容來插播廣告，播放與用戶信息相關的內容。我們可以預測，這種目標式的廣告投放方式將會迅猛增長。Gracenote公司是索尼旗下的分支，索尼的主要產品就是電視機和音響設備。ented Reality
4.增強現實
Augmented Reality, or AR, has exploded into the public consciousness over the past year due to the success of the mobile game Pokemon Go. AR uses electronic devices to overlay the real world with digital elements. Among other things, a consumer could easily find more information about a product simply by pointing their smartphone at an advertising display. AR displays have already popped up on storefronts, bus shelters, and billboards—one famous British Airways advertisement used a giant video billboard featuring a child who would point to actual planes as they flew overhead and call them out by flight number. It may be easy to imagine this technology run amok, but there is no need—Japanese filmmaker Keiichi Matsuda has already imagined it for us. The above video, titled "Hyper-Reality," gives us a glimpse of what a future dominated by AR marketing might look like.
去年，由於“精靈寶可夢”的遊戲大火，使得增強現實（AR）的概念廣爲人知，AR通過電子設備將數字元素與現實世界疊加。AR也可應用於其他方面，比如說顧客看到一個廣告牌後，通過點擊手機屏幕，就可以瞭解產品的詳細信息。AR廣告已經遍佈我們的生活，例如商店門面、公共汽車候車亭和大幅廣告牌都有AR廣告。一個著名的案例就是英國航空公司的廣告，他們採用一塊巨大的視頻廣告牌，視頻中有個孩子，當有飛機從廣告牌上空飛過時，孩子就會指着飛機，說出這架飛機的航班號。我們可以想象當這項技術在生活中普及時的情景，日本電影製作人松田桂一已經將想象具象化，拍攝了一個相關的短片。短片名叫“超現實”，讓我們能夠一窺由AR主導的未來市場營銷。omarketing
3.神經營銷學
Although consumers are typically able to give marketers good feedback on the types of products they like and how much they are willing to pay for them, they are less able to delve into the underlying reasons behind these feelings. Enter the emerging field of neuromarketing—using data gleaned directly from the brain to discover what aspects of a product or marketing campaign generate a positive response, and why. In 2008, Frito-Lay hired a neuromarketing firm to gauge consumers' responses to Cheetos. Examining EEG patterns, researchers determined that many subjects got a subversive thrill from the messiness of the product and its famous finger-coating orange dust. This information was incorporated into the next Cheetos marketing campaign, which featured the Cheetos mascot encouraging people to do subversive and weird things with Cheetos (such as sticking them up a sleeping airline passenger's nose).
儘管客戶通常能夠給市場營銷人員良好的產品反饋和心目中期望的價格，但他們自己也不知道產生這些想法的深層次原因。神經營銷學通過直接收集大腦的數據，來研究產品的哪些方面和哪些市場營銷活動能夠讓客戶產生正面的反饋。2008年，菲多利食品公司請一家神經營銷公司來調查顧客對奇多慄米脆的反饋。研究人員檢測研究對象的腦電模式後發現，很多人面對堆得亂七八糟的產品和慄米脆的橙色粉末時腦電波呈現出異常興奮的狀態。奇多隨後的市場營銷活動中也融入了這一點發現，比如說奇多吉祥物鼓勵人們做一些顛覆性的和奇怪的事情（例如，趁飛機乘客熟睡時，將奇多疊放在他的鼻子上）。uter-Generated Ad Campaigns
2.計算機編輯的廣告活動
Advertising agency McCann Japan made waves in 2016 when it formally appointed an artificially intelligent robot as its creative director. The AI was fed data from previous advertising campaigns and directed to creatively produce an effective ad for Clorets breath mints, shown above. A human director was tasked with producing a competing spot; the two ads were then shown side by side on Japanese television and put to a vote as to the best one, with the public unaware of which ad was the robot-produced one. The human-produced ad won—but only by a margin of 54 percent to 46 percent. This proof of concept illustrated the capabilities of AI to crunch massive amounts of data in a far shorter time than humans can, and to use this data to identify meaningful trends and suggest how to improve a campaign's performance. This relatively new AI application will doubtless be quickly refined, but many consumers don't realize that AI is already a major player in advertising—largely through Facebook, whose targeted ads are already driven by an artificially intelligent machine learning algorithm.
2016年，日本的麥肯廣告公司任命一個人工智能機器人爲創意總監，引起人們的討論。機器人總監被輸入之前廣告活動的數據，要爲Clorets的清新薄荷糖設計一個創意廣告。同時也有個人類總監同樣開始設計廣告。兩個廣告同時在日本的電視上播出，並要求觀衆們投票選出其中較好的一個（觀衆不知道哪個廣告是機器人設計的）。最終，人類總監獲得54%的投票獲勝，機器人的支持率爲46%，兩者票數相當接近。這個案例證明，人工智能能夠在相當短的時間內處理大量數據，分析出流行趨勢，並且提出改善廣告活動的建議。毫無疑問，最新的人工智能應用將會不斷提升，但很多顧客並沒有意識到人工智能已經廣泛應用於廣告中。運用人工智能最多的網站是臉書，其廣告的目標用戶都是人工智能機器通過算法程序計算出來的。ng You Do The Advertising
1.讓用戶替產品做廣告
And speaking of Facebook, a carefully calculated, gentle nudge may be all that is required in order for consumers to do the marketers' jobs for them. This is known as "User Generated Content," and in the current climate of online reviews, "unboxing" videos and consumer product-oriented blogs, advertising firms are just beginning to find ways to leverage this massive amount of content. A 2013 study of adult behavior online helped solidify this trend. While only around 1 in 10 people find banner ads or direct advertising to be trustworthy, fully 70 percent of those responding were likely to trust product reviews from peers. This points the way toward a new model of advertising, in which brands partner with top online "content producers" to most effectively disseminate their messages. This could mean a near future in which the line between consumer and marketer becomes so blurred as to be difficult to spot—and in which advertisements are so ubiquitous, personal, and highly targeted that we don't even think of them as advertisements anymore.
在臉書上，可能僅僅是經過精心計算的、但又看似不經意的推送，就能讓客戶發揮市場營銷人員的作用，即所謂的“用戶原創內容”。在當前的網絡營銷環境中，廣告公司開始尋找方法來增加用戶原創內容的影響，如拆箱視頻、介紹產品使用體驗的博客等。2013年一項針對成人網絡行爲的研究證實用戶原創內容的影響越來越大。只有十分之一的人認爲廣告推廣的內容可信，70%的人更傾向於相信普通人對產品的評價。這就激發了新的營銷模式，公司通過與網絡名人進行合作，高效地傳播產品信息。這就意味着在不久的將來，顧客和營銷人員之間的界限會變得十分模糊，廣告無處不在，十分個性化，有明確的目標，我們甚至不知道我們看到的內容就是廣告。
