View Digital Advertising through a New Lens
Estelle RealeMay 26, 2015
Few weeks ago, Xaxis proudly sponsored TedX London Business School Conference. Through the Kaleidoscope theme, the TEDxLondon Business School conference invited us to pick up a kaleidoscope and view the world through a new lens.
So what does it mean for advertising? We all know that advertising has moved on. While it's always been about getting the right message to the right person at the right time, the way we do that has been dramatically changed by digital technologies and the application of data.
Targeting ads has always been about identifying an audience and traditionally this has meant a certain amount of guesswork, for example using publications or what is known about the readership of a publication as a proxy for the audience.
With the move online, content has become a proxy too. So, people who read articles about a certain subject can be assumed to have a certain set of interests.
This is where data is changing things. Today we are moving away from these static proxies for audiences towards dynamic ever-changing profiles of actual - though anonymous - audience members.
That is where the idea of the Kaleidoscope - the theme for this year’s TEDx - becomes so fitting to the world of data driven advertising.
How we understand an audience is now an ever changing, multifaceted and multihued combination of hundreds of data points that are renewed many times, each hour of each day for millions of individual users. As individuals, or interests change continually, we might become temporarily obsessed by cars when in the market for a new one but after purchasing completely lose interest in this area. Similarly many of us only become sports fans during large tournaments as showed in one of Xaxis’ latest research.
How does one visualise an audience made up of vectors rather than fixed points? The kaleidoscope is a great analogy for how data tools allowed us to take snapshots of that moving environment in order to better target adverts. But the truth is that – in reality – the kaleidoscope never stops turning.