QUANTIFYING CREEPY
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QUANTIFYING CREEPY HOW MUCH IS TOO MUCH TARGETING? A DUAL PANEL PROPOSAL FOR SXSW 2015 Jason Carmel SVP, Marketing Sciences POSSIBLE Sanjay Puligadda Associate Professor, Marketing Farmer School of Business Miami University
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Targeted content works. It’s no surprise that we are more likely to engage with a business if it presents things that are actually relevant to us. And with all of the data available to advertisers, there’s simply no excuse to waste dollars or end user frustration by showing an ad for snow blowers in San Diego. But even with the success of targeted ads, consumers have pushed back on the amount and types of data used to personalize. Using location, family status, gender or social connections in an ad can go well beyond “targeted” and into the realm of “creepy”. But where _exactly_ is that line? Is gender out of bounds? What about gender AND age? What if the gender and age are intrinsic to the use of a product? To answer these questions, an Agency teamed up with a University for a research project aimed at discovering when, and in what circumstances, targeting goes from useful to uncomfortable. Come to this session to see how we quantify the relative creepiness of targeted content.
Transcript of QUANTIFYING CREEPY
QUANTIFYING CREEPYHOW MUCH IS TOO MUCH TARGETING?
A DUAL PANEL PROPOSAL FOR SXSW 2015
Jason CarmelSVP, Marketing SciencesPOSSIBLE
Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University
GENERIC
CREEPINESS = 0
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GET GREAT SHOES SHOP NOW
TARGETED
GENERIC
CREEPINESS = 3
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GET GREAT SHOESFOR HIKING RAINIER
SHOP NOW
TARGETED
GENERIC
CREEPINESS = 19
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
GREAT HIKING SHOES FORTODDLERS 3-5 YEARS OLD
SHOP NOW
TARGETED
GENERIC TARGETED
CREEPINESS = 39
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
STILL THINKING ABOUT THOSE SHOES?MAYBE A 20% OFF COUPON WILL SEAL THE DEAL! SHOP NOW
GENERIC TARGETED
CREEPINESS = 57
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
THOSE SHOES ARE PERFECT FOR YOUR UPCOMING CRUISE.DANCE ON THE PROMENADE DECK WITH 20% OFF. SHOP NOW
GENERIC TARGETED
CREEPINESS = 93
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
MOM
SHOP NOW
DOES LUCY NEED NEW SHOES?DEALS ON TODDLERFOOTWEAR 3-5YEARS OLD
SHIPPED IN TIME FORGRANDMA’S VISITNEXT WEEK
BTW, if you need a new, saucy pair of pumps for
your cruise with Phil while Grandma babysits, we can
hook you up too.
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DOES YOURAD FALL ON THE SCALE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DO PEOPLESEE VALUE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
WHERE DO PEOPLERUN SCREAMING?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
HOW CAN YOUKNOW FOR SURE?
?
?
?
???
GENERIC TARGETED
CREEPINESS = ??
POSITIVEBRANDVIEW
NEGATIVEBRANDVIEW
(OR AT LEAST BE BETTER AT GUESSING?)
?
?
?
???
WHAT EXACTLY TRIGGERS CREEPINESS FROM TARGETING?
An Agency and a University teamed up on a research project to find the answer.
To hear the results of the study, please consider voting for our panel.
Who knows. It might even make advertising a better place.
Jason CarmelSVP, Marketing SciencesPOSSIBLE
Sanjay PuligaddaAssociate Professor, MarketingFarmer School of BusinessMiami University
