The change of viewer attention from watching television to watching content online has made an impact on how marketing and advertising companies are aiming their products. From the time when it was just television, where information on who is watching is collected via a black box was really the only means for which companies could get ratings for what television shows are popular to what audience and then for marketers/advertisers to aim products for that audience. This method of advertising is quite general as it produces the result of one item targeted for everyone – there is no specific identity to who should be the target audience for the product, just throw the item out to the masses and see who bites.
Incoming the internet and the wonders of data collection from social media sites, has arisen a more specific change both for the advertising and marketing of products. There is the change that people are more internet savvy and using more screens than just the television. People are watching more online content on their computers, tablets and smartphones. Information provided by MarketingCharts.com provides that television consumption with people aged under 35 has dropped, more significant with people aged between 17-24 years old. This drop in television viewing is based on ‘traditional television’, the consumption of television is still there but in the background while another screen is being used.
The use of having a television on in the background is one of the many problems with the old style of gathering information about the audience. There is nothing to measure the little aspects of who was distracted for a bit and why they were distracted, who decided to look elsewhere at what moments throughout the program. Since these minor details are important there is the change for marketing and advertising agencies to look at why people are looking away and what are they looking for. High-lighted by the following video from IBM Big Data & Analytics:
The consumption and participation of being online allows for advertisements to be personally targeted to the individual. By exploring and using data collection websites there is the personal experience and element to what companies know about the user, the individual. For example the following picture displays the advertisements on my Facebook page:
While I’m not surprised by what is being shown I can see what aspects for what I have put on Facebook would lead to these advertisements. On my Facebook I have put that I am a student who has not graduated so the use of the word “student” with both the Adobe and Bankwest hit directly to that information. The mentioning of bargains and deals allures to my interest in good deals – though I always prefer free stuff. This personal approach of advertising can be used to a bigger agree with larger groups, by extrapolating information and finding common elements between what people do, when they do it, how they do it and the consistency for which they do it – the individual information becomes a much larger, valuable part of a bigger collection of information.
Marketingcharts (2014) ‘Are Young People Watching Less TV?’, accessed 17 August 2014 >http://www.marketingcharts.com/television/are-young-people-watching-less-tv-24817/<