Customized commercials from low-wage countries
David W. Kenny, Chairman of the American advertising agency Dignitas, told the New York Times that "in future, advertising will be tailored to the individual consumer". According to his vision, a global network is to be set up that creates thousands of different versions of an advertisement and delivers them precisely to the respective target group.
Developments on the road to personalized advertising are progressing. "In future, advertising will be tailored to the individual consumer," David W. Kenny, Chairman of the American advertising agency Dignitas, told the New York Times. According to his vision, a global network is to be set up that creates thousands of different versions of an advertisement and delivers them precisely to the respective target group. The production of the advertising could be outsourced to low-wage countries so that the greater variety could be financed. He is thinking in particular of China, where his agency recently opened a branch. However, as the media agency Pressetext.ch reports, experts currently doubt that the technology is advanced enough to make this diversity possible. Advertising clips are already being individualized in a simple form. The jeans manufacturer Levi's recently caused a stir with two different versions of a TV commercial: While the male protagonist of the commercial first attracts the attention of a young woman, she is unceremoniously replaced by a blonde beauty in the alternative ending. The second version is intended to appeal to homosexual consumers and runs on Logo, a channel that is also tailored to this target group.
