Emotionally Customized Ads

Jenn Wortham writes in today’s New York Times about the idea of machines measuring our emotion, from body dynamics and heart-rate sensing to facial expression recognition. She notes that the Xbox One includes a higher-end Kinect sensor that can literally detect heart rate, enabling a game to balance play to keep the gamer at just the right level of excitement. Quoting Clive Thompson, who will soon publish “Smarter thank you Think: How Technology is Changing Our Minds for the Better,” she notes that the personal data already available about each of us on-line will be ever more refined, soon to include our emotional responses to every television show that we watch. I would suggest you broaden this interpretation to everything we do in the physical and virtual world, including of course all the ads we see, skip and get engaged by. This will be a treasure trove of early indicators that blows any miniature focus group out of the water. Combine this information repository with the ability to dynamically respond, on a person-by-person basis, by watching emotional responses and changing the nuance of an ad to ensure the right response- and now you have achieve a level of remote control that advertisers only dream about. It’s like a door-to-door salesman but far better, with custom messaging that changes in real time for every human being on Earth.


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