privacy

Leave a comment Posted on Consumption, Foresight, Personal Data, privacy, Reputation, Trust, Uncategorized

How did I get here?

That’s the question I have been thinking through today after I was asked to submit a speaking request form for a conference.  They wanted to know the range of topics I can speak on.  I thought it was as good a time as any to revisit my purpose for wanting to conduct research into the future of consumption in general and why post to a blog.

I’m looking to shed light on the future of consumption because I believe my insights will:

  1. Help businesses prepare and position themselves for the future.
  2. Educate and empower consumers to embrace the future of consumption with intention and awareness, and
  3. Inform policymakers and maybe influence policy.

I’m still forming my thesis, however in the evolving world of consumption, buyers and sellers still come together to exchange value, though the form of value exchange may look very different than traditional transactions.  The foundation for any value exchange between two partiers is trust, and trust is made up of identity and reputation.  The virtual communities and marketplaces are providing new ways of establishing reputation through observed behaviors, values, and skills reported to communities by influencers.

The lubricant of this evolving system of consumption is personal data – and this is what is very interesting to me.  While I have yet to articulate the questions I want to address, I know they revolve around personal data and the interplay of trust, privacy, reputation, and influence.

I invite to you reach out if you have insights or a perspective to share, if you would like to be interviewed as part of my research, or if you would like to collaborate on this project.

Leave a comment Posted on advertising, Artificial Intelligence, big data, privacy

Anyclip anyone?

Have you heard about Anyclip?  I had not until I read a recent brief about the company.  According to their website, AnyClip is the world’s first personalized, content-driven video advertising platform.

Our team is on a bold mission to personalize video ads by blending them with relevant content. We identify consumers and their preferences on the most relevant digital media and deliver them a personalized video ad experience.

From a single video ad, the company is able to recreate anywhere from 10 to 30 new versions that stay true to the tone and messaging of the brand. Each version is catered and customized for different target audiences and publisher sites.

Companies like Anyclip will contribute to the high-growth slice of advertising.  Digital video ad revenue is forecast to rise from $8.5 billion in 2016 to $23 billion in 2021, according to BI Intelligence estimates. 

It’s not assumed that consumers will embrace video ads.  By 2020, the number of people in the US using ad blockers is expected to more than double from 44 million in 2016 to over 100 million, causing a loss of as much as $12 billion in ad revenue, according to analytics firm Optimal.

For those consumers who are open to receiving video ads, they abandon non-relevant videos at alarming rates.  According to Wistia, 3% of people abandon a 30 second video within the first second, over 50% abandon after the first second but before the wrap-up and less then 1% abandon at the video’s close.  For a video lasting between 30 seconds and a minute, the abandon rates are 5%, 56%, and 5%.  

Even if the video is seen as relevant the first time, abandon rates approach those above for repeated showings.

The amount of advertising in its various formats clamoring for our attention are fighting an uphill battle.  Relevancy, repeat impressions, timing, ad blocking and avoidance all conspire against the advertising efforts of retailers and service providers.  

Anyclip hopes to answer the relevancy question with artificial Intelligence-assisted content in a video format.