The Future of Advertising
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It's becoming increasingly possible to target "smart ads" specifically to people who want them.And best of all, you can do this for a fraction of the price of mass-market.
Andrew Fano is showing off the living room. It's a plush, teaky, well-appointed affair, but what really catch the eye are several thin-screen video displays, including a few smaller ones that are embedded in furniture and picture frames. The displays are slowly cycling through what appear to be family digital photographs -- an appealing idea, considering many of us let our thousands of digital photos sit unwatched on a computer hard drive. "But would you want to see an ad stuck in there?" asks Fano, indicating one of the digital slide shows, apparently of a family vacation to a theme park. "No? Because you just saw one." One of the theme-park photos was a professional image designed to "enhance your memories" of the park, explains Fano, a senior researcher at consulting giant Accenture who is exploring new ways for advertisers to get their messages across. The tony living room is actually part of Accenture's technology laboratory, and the displays are an experimental prototype of a service that would arrange your photos into slide shows in exchange for the right to slip relevant sponsored pictures into the mix.
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