Targeting Mobile Ads

Publicidade móvel.

Na onda do Facebook, Google Mail e outras ferramentas pessoais, a Nokia entra na fase da publicidade móvel, traçando os perfis dos usuários e indicando “preferências”. Como falávamos em outros posts (ver mais abaixo nesse Carnet), o importante é garantir a liberdade do usuário sobre o sistema fazendo com que os percrusos no dia a dia, a tão cantada mobilidade, não seja de fato uma prisão, uma territorialização por meio de indicações comerciais que irão fixar o usuário, ao invés de libertá-lo. Esse é o desafio atual da era da conexão.

Vejam trechos da matéria da Technology Review: Targeting Mobile Ads:

“Mobile-phone manufacturer Nokia expanded its reach with the recent acquisition of Enpocket, now called Nokia Ad Business, a mobile-advertising company that matches consumers to advertisements by considering their tastes and needs. Mike Baker, vice president of Nokia Ad Business, describes this as an ‘advanced targeting infrastructure.’ Baker says that the matching system gives advertisers new kinds of opportunities that could be particularly beneficial for selling tickets to local events, for example, or for offering time-sensitive discounts. If the system is deployed properly, consumers would be automatically delivered ads about products that they want at the ideal time and place.

Context is already a cornerstone of online advertising, as it leads to more-effective campaigns and higher payouts for advertising providers. Google’s Gmail, for example, automatically extracts information from your e-mail, which is used to target campaigns. Facebook uses information saved in personal profiles to present more-relevant advertisements. Similarly, Nokia already has access to critical contextual information about consumers, such as demographics, which Enpocket can capitalize on. Information from Nokia’s OVI Web portal could eventually be incorporated as part of the data set to accurately match up people with relevant ads. For example, user histories from OVI social-networking and media-sharing site Mosh could be employed to track which pictures and movies users are sharing, signaling an interest in certain products.”