A recent article posted by Digiday suggests that “opt-in data will save advertising”. ( http://bit.ly/ekZIj5 ) The article is partially correct – people will need to opt-in to help save advertising 2.0, but they are not going to do it because they “want” targeted ads served to them. People are going to “Opt-In” if there is something for them to gain in order to allow targeted ads to be served to them. It’s the “what’s in it for me” online generation and the audience is getting much, much smarter.
An example to help improve and “gamify” ads.
Look at Facebook’s “targeted ad solution”. The picture below represents an ad served by Facebook for Living Social.
If you hover over the ad and click on an X you get the following;
Users are asked to give information. In theory, like the article states, it sounds great if users would supply Facebook with their own personal “marketing data”. Some users will try it out, but to build a massive database, Facebook should deploy ‘gamification’ tactics. Here’s a mocked up example of what future ‘gamified’ ads will looks like (a bit crude, but you should get the point).
Why Gamify? in the ad space? If more people respond, then more targeted ads will be served, which will then drive stronger ad performance, which will drive more revenue. Pretty simple. #whygamify
About Why Gamify?
Why Gamify? Because people deploy game mechanics in non-game based applications every day. We have ringtones to achieve status, we use our American Express Cards to level up for “cool things”, and we become members of the million mile clubs just to use the lounges. Our lives utilize ‘gamification’ mechanics every day, and this has been true since the dawn of mankind. Why Gamify? intends to break down non-traditional applications and introduce leaders in these fields to comment on what has worked, what hasn’t worked, and their best guess for the future of ‘gamification’ in their fields. Why Gamify? intends to bring together their insight on how ‘gamification’ and new technology will impact the way the average individual, teacher, business leader, entertainer, athlete, student and beyond thinks about ‘gamification’ in their lives.