Web 3.0 Advertising - Targeting the right audience

I was lucky enough to StumbleUpon a keynote speech given by Amiad Solomon, from Peer39, from the Web 3.0 Conference in Santa Clara. Amiad, and Peer39, specialise in Semantic Advertising solutions, and he addresses the idea of how the semantic web can be applied to improve advertising targeting accuracy.

Essentially the increasing availability of data and information lends itself to a more complete online identity of each user. By allowing the 'net' to 'know' more about you, you allow your interactive experience to be more personalised. However, when it comes to advertising the overriding issue is not actually about getting the “right product to the right person at the right time”. At least not anymore.

Nowadays online advertising isn’t having trouble with targeting, it’s simply a case of getting people to see your advertising. Generally speaking, all in all targeting works, and so the reason that online media consumption and ad spend differ so much across brands, is that advertisers have not cracked an effective model to create demand for products that people don’t know they want.

So, put very simply, if people don’t see your ad, it doesn’t matter how good or bad your targeting effectiveness is.

Dave Matthews and Tim Reynolds at Radio City Music Hall

Here's a sneak preview of the recording of Dave Matthews And Tim Reynolds playing at Radio City Music Hall in April 2007. The full feature will air on HDNet on Sunday, October 19th at 8:00 p.m.

Check out the DMB Facebook page.

Sony Bravia Dominos

After a long wait we finally get a look at the new Sony Bravia commercial. Flying to us from New Zealand, where the ad was just released, it follows the same quirkiness of Balls, Paint and Bunnies. Basically it's giant dominos falling over across India.

To be honest, I expected more. The first ad, balls, was fantastic. Paint was ok, but Bunnies was brilliant. Epic in fact. This, however, is not as impressive. Do bare in mind though, this is a local ad, like Pyramids, and made by a different agency (BATES Singapore).

Banksy's Back

Banksy's back with his latest endeavour, The Village Pet Store and Charcoal Grill. The odd titled site gives a strange insite into the underground artist. Among the oddities are a pair of fish fingers in a fish-bowl and a rabbit putting on make up.

The show can be seen at no 89, Seventh Avenue South, Greenwich Village, New York until 31 October.

Nike - 'fate'

Check out the latest Nike commercial. Entitled 'Fate', it is the story of the of the life-long rivalry of American Football players LaDainian Tomlinson and Troy Polamalu. Directed by David Fincher, to the an Ennio Morricone soundtrack (a remix of “L’estasi Dell’oro”) and produced by W+K Portland; this is a must see. Really nice stuff.