Back in the “dark ages,” people relied on magazines, newspapers, television, radio, and of course, word-of-mouth for marketing their wares.
Then came the world wide web… then Google… and one of Google’s offspring, Google Ads, suddenly popped up. (pun intended)
You know what I am talking about - those annoying ads.
Now ad designers use psychology as a tool for effective advertising. Studies indicate the more personal someone relates to the advertisement, the more likely they are to buy. Finally, some ad guru said let’s make Google ads more personal.
According to the Mar. 8, Online Media Daily, “Google is making it personal by showing how technology and creative can put viewers not only in the content, but in the moment” with a new project called “Art, Copy & Code.”
The groundwork for the project was laid last year working with the brand Coca-Cola. “Art, Copy & Code" was launched last Thursday with Volkswagen helping demonstrate “how data and creative will revolutionize advertising by personalizing the Web.”
The technology is driven by the code that runs a video ad. The code captures the viewer’s location along with time, weather and events. “The results turn out a personalized experience, the OMD reports, “…a story designed solely for them.”
Volkswagen calls the experience “Smilage,” tying it in to last year’s slogan, “It’s not the miles, it’s how you live them.” The marketing team at Volkswagen is known for its fun themes. (Check out video)
Incorporated in the app’s code is a metric suitably called “smilage” that “measures the fun factor of each trip based on signals like weather, traffic, location, time and social interactions.”
Google + users can share their “smilage” experience with their friends, family, and connections, and can upload photos and videos to a live interactive map.
Although Volkswagen is the brand used in the development of the “Art, Copy & Code” project’s “Smilage” app, it works in any car, not just Volkswagens.
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