So, I guess Facebook is starting to read my posts – 🙂 – A few weeks back I wrote about how Facebook should take advantage of its social network by rewarding people who partake in helping Facebook serve targeted ads relevant to the end users psychographic and demographic profiles. ( https://whygamify.wordpress.com/2011/04/26/gamification-will-save-advertising/)
Well, Facebook announced they are “gamifying” ads (see link http://mashable.com/2011/05/06/facebookfacebook-10-cents-ads/), but this wasn’t exactly what i was talking about. In fact, it may even backfire if they are not careful.
The idea to apply gamification tactics in adverts is smart, but by rewarding users to view ads that aren’t targeted is a problem. Facebook has the ability to both reward and serve targeted ads. Right now, Facebook is “paying” people to watch ads they may or may not want. In fact, odds are the ads won’t be what they want and users will simply collect the reward and look at the ad without any emotion – or worse – mock the ad because the users feel as if they are better because the ad is paying them to watch.
Adverts need to drive messaging and tie into the emotion or nature of the subject viewing it, or it is simply a waste. In the gamified Facebook ad model, the ads just become a means to an end as users collect rewards and ditch the emotion and message.
Facebook needs to clean up their act and reward relevant ads, better yet, have user help build their own ad campaigns for Facebook and earn rewards and FaceCash while doing it.
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.