How to like advertisingSo, we have people on one side, suppliers to another and assets in the middle. I control who can see my assets. I will be able to list my assets. Suppliers will list theirs. My home insurer will see home data and not other assets, like my car data, off course. Home insurer will see records of mine and houses of their other clients. My suppliers can communicate with me by sending me messages. Nobody else can. No unsolicited messages any more (by, by emails). This is all tight and under control.
But what if my car insurer offers a good deal when they insure both a house and a car at the same time? It would be helpful to see this information when I open the house or the car asset record. But if I look at my mobile asset record, the information about insurer’s offer regarding car and house will be useless and I would treat it as a nuisance. How can a useful information reach me but be able to avoid any unwanted sales pitch?
This is where ads come to. There is a need for suppliers to be able to reach people, offer their products and services (read ‘assets’) and get new customers. We had to provide a way for them to display an add on the side of an asset record. But we wanted this to be relevant, to be useful information and not just any unsolicited message.
You are surely aware of the efforts and money that big companies invest to collect data about people and their assets and create profiles. The reason is to be able to target ads to right people. To get the data, the companies collect: all search data that we enter, message and email that we send, web navigation data and everything else that they can get their hands on. This is a huge effort and a big money invested. How can we achieve the same result?
Well, good news is that we can, and not only that. We have better quality data then them and it is all there. Entered by people themselves! We have assets, don’t we?
Now slow down, we are not going to give this data to anybody. We will use it ourselves. Think about the following scenario. A car salesman is selling new Mazda for less than $40k. He wants to offer the car to current owners of Toyotas that are 4 or more years old (data from Car record), that live in Sydney North Shore (House record), work in finance industry or insurance (job record) etc. He will specify his criteria and program will tell him rough estimate, that there are between 10 and 12 thousand people that fit the criteria. The ads will appear to those people alongside their car assets records. Each time the ad is shown, a dealer will have to pay some small amount, like for instance 5 cents to us. As the dealer is charged by impression, they will have to decide how many impressions they want and to deposit appropriate amount of money in advance.
With this scenario, we have achieved several important gains:
The dealer can target customers with a great precision. The difference between a useful and welcome information and annoying add is how relevant the ad is. The ads cannot be better targeted than that. If you do have a car as in the ad, have good job and live in posh suburb, you ware probably looking for a new car and the ad will give you useful information.
The dealer is financially motivated to target their potential customer as precisely as possible. There is no need to splash the ad to everybody and waist money. His motivation to save money is saving you from unwanted nuisance.
If I am interested in the ad, I can communicate with the dealer and eventually, if I purchase the car I will establish relation with them.
- June,2018 (4)