Tag Archives: marketing

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The imminent future of contextual advertising

Virtual worlds of all stripes are becoming the next gold-rush frontier for an increasingly beleaguered advertising industry, with lots of research being expended on finding the best way to gets brands in front of the captivated gaze of the average computer gamer.

Trouble is, it’s not quite as simple as cutting a product placement deal and hoping for the best. Ars Technica reports on one research paper that claims the important things to do are to not interrupt the game, and to make sure the brand “fits”:

When ads were placed into Sony’s WipeOut HD they played within the game’s loading screen, and artificially inflated the time it took to get into a game. The ads were quickly pulled, but it’s a powerful object lesson: don’t mess with the game itself. Any company that bought time in such a slot could easily do damage to their brand instead of spreading awareness.

[…]

The most important aspect of ads that follow the rules of fitting into the game world and not interrupting the flow is placement, which the study calls the “key element,” explaining “why some advertisements do not get much attention or are not remembered, even though they are constantly present in the field of view.” Brand awareness does not matter, it was found, so even a popular brand can’t overcome poor placement.

There is always a risk when advertising within a game. “If the advertising is presented at the wrong time or place, it just does not catch the player’s attention in the best case. In the worst case the player might even develop a disliking for the advertised brand,” the study showed. Of course, to find the optimal placement found in the study, you’ll have to buy the results, which will run you €800.

Meanwhile, The Guardian mentions another report which suggests (rather shakily, from the look of it) that brand recall is enhanced by violent game content:

The team based at the University of Luxembourg created a simple driving game named AdRacer in which players needed to drive over targets to gain points, while adverts were displayed unobtrusively on roadside billboards. In one version of the game, the targets were just symbols, in another, players had to run over pedestrians to increase their scores. Apparently, “Those who played a violent version of the game […] demonstrated significantly better recall of advertised brands than those who played the regular version.”

The problem is, although the violence seems to trigger something in the mechanism of human memory – it’s not always good news for the advertiser; the connotations can be rather destructive, negatively impacting the gamer’s opinion of the brand.

Why mention the crude commercial nastiness of marketing on a near-future science fiction blog? Well, even I can think up a passable plot for a story from the above two articles, for a start…

But we’ve also been talking about augmented reality a fair bit of late, and the metaverse is a perennial here as well – and both of those conceptual spaces can – and will – be colonised by marketing in exactly the same way that the physical surfaces of the “real” world already have been.

Forewarned is forearmed, as the saying goes… and as Jan Chipchase points out, if you already find regular ads to be ugly, annoying and intrusive – be they on the internet or on a wall – the future of contextual advertising isn’t going to be pretty at all.

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Has publishing given up on male readers?

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Via GalleyCat comes an article by one Tom Matlack, who thinks that the publishing business has given up on trying to attract male readers. The core of this theory seems to be based on his failure to find a publisher for a proposed anthology of what GalleyCat describes as “first-person stories about manhood”:

We hired the best agent in the business, wrote a detailed book proposal, and went shopping for a publisher. Fifty (that’s 5-0, including a who’s who list of the literary world) turned us down. They told us guys don’t read, would never read any kind of anthology, and most certainly wouldn’t read an anthology about men. Apparently we are all mindless fools. The publishers also said they were focused exclusively on the “sure-thing” celebrity books in the wake of deteriorating economics. Just about that time we noticed a well-received anthology in the New York Times Review of Books written by women during menstruation.

Well, I’m a male reader… and the prospect of a fifty-story anthology of first-person tales about defining moments of manhood is not one that has me enthusiatically opening a search tab on Amazon. My immediate instinctive response is that Matlack has perhaps mistaken lack of interest in a particular book proposal for a lack of interest in reaching male readers in general.

I’m willing to believe that men as a demographic may read less fiction, but if that’s the case then surely pitching predominantly for a female audience is actually a sound market-driven move by publishers? It’s a chicken and egg argument, really; are there less manly books for men because men don’t read so much, or do men not read so much due to the lack of manly books for men? The massive hype around the forthcoming Dan Brown book would seem to suggest that publishers have no problem with putting out male-orientated books if they think people are going to buy them.

Overall, I think the notion that publishing has “given up” on male readers is utter balls, even beyond the notably male-centric domain of science fiction; it sounds like a domain-specific re-run of those “OMG male white Anglo-Saxons are an oppressed minority!!1” whinges that get trotted out from time to time, and Matlack’s exasperated mention of a successful anthology about menstruation as somehow proving his point does little to dispel the whiff of affronted yet passive misogyny.

So, male Futurismic readers – do you feel that publishers aren’t putting out the sort of books that appeal to you as a man (as opposed to as a reader in general)?

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Science and drugs and rock’n’roll: can we make science cool?

Much like science fiction, science isn’t considered to be cool (unless you’re a geek like us, of course). So what can be done about science’s image problem?

Over here in the UK, a chap called Richard Bowdler is trying to open the eyes of ordinary people to the cooler sides of science by doing a form of outreach. His Guerrilla Science organisation sets up tents at music festivals and hosts talks, lectures and participatory hijinks, with the aim of pressing people’s sensawunda buttons and banishing the notion of science as dull stuff for people with slide rules and labcoats.

Often the host asks how many of those present hail from a science background – and always, only few put their hands up. So does Bowdler hold with the widely held view that the British public are not interested in science?

“I don’t subscribe to that view, but I would say that science is seen in a very uncool light, which I personally believe to be a rather immature standpoint.”

Speaking on the evolution of music, science writer Zoe Cormier is at pains to press this point home. Explaining the reasons for setting up the project she says: “We’re here to show you science is NOT boring.” She could well be preaching to the choir. After every talk there are dozens of inquisitive minds throwing forth questions.

And as one speaker told me, these aren’t the same as the questions discussed in science labs. Instead, the audience tends to see the big picture, and often the scope of their enquiries takes the scientists by surprise. When there’s no more time for questions, small crowds descend upon the speaker as the Q&A continues by the candy-pink stretch limousine outside. All of those presenting their research are flattered by the interest, often returning to lectures on similar areas of research the next day to form impromptu roundtable sessions with the audience. There’s no end to people’s appetite for science here.

How much of that openness to new ideas is due to the, er, explorative frame of mind that prevails at music festivals is open to debate. But there’s plenty of evidence to suggest that science, when properly framed, can fascinate everyone – think of the popularity of Carl Sagan, for instance, or the inimitable lecture style of the late Richard Feynman.

But is there perhaps a risk of cheapening science by trying to make it more rock’n’roll? After all, for every exciting moment in the lab, there’s plenty of dull number-crunching and repetitive procedures to go through; hell, my first year of university eroded my interest in electronics almost completely. Should science be left to those most suited to it by temperament?

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Judging books by their covers

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Nothing raises groans like a discussion of book cover artwork – especially in genre fiction, where authors and readers alike have frequently found themselves with a great story bound up in an awful jacket. Things are far better than they used to be, though – at least at the cutting edges of fantasy and science fiction, where decent budgets and experienced editors are making wise choices. Indeed, an informal survey of the ARCs and proof copies that cross my desk suggests that explosive growth in tacky book jackets is currently ensconced in the urban-fantasy/vampire-boffing market. There’s probably at least one graphic design guy who makes a living purely from photoshopping vaguely tribal tattoo designs onto the lower backs of scantily-clad weapon-toting women…

But as pointed out by Brian James over at Tor.com, trashy cover art is usually a calculated marketing move intended to broaden a book’s potential appeal. They’re not really designed for those of us die-hard readers who already know what we want; they’re meant to snare the casual browser into making a purchase. Which is all well and good, but it doesn’t feel like much compensation for those of us who read genre fiction on public transport.

But carping aside, why don’t we share a few favourites – examples of great cover art that sold you a great book you’d otherwise not have bought, or examples of cover art so risible you were tempted to rip it off permanently to avoid the shame? The categories can overlap: I remember being quite attracted to the paperback Elric reissues with the Michael Whelan covers as a teenager, but I also remember the ridicule that accompanied reading them in front of my peers.

How about you – got a love/hate relationship with the jacket of a favourite book? Name and shame!

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Neuromarketing – time for the revenge of the consumer?

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showroom signRegular readers will be aware that technological marketing is one of my perennial topics here at Futurismic; it never ceases to amaze me how far companies will go to find new ways of selling us stuff more effectively. Neurological research is the cutting edge of the field these days, with Honda kitting out test customers with clothing that reports on their physiological status as they’re given the latest pitch in a gussied-up showroom:

Honda found the results so persuasive that it is remodelling showrooms and retraining staff to tailor pitches according to a potential buyer’s state of mind. “The hypothesis is that if you get the [sales] experience right, you may not need that price promotion to sell a product,” explains Ian Armstrong, manager of customer communications for Honda UK. “Conventional research only gets you so far because it’s rationalisation after the event, and most decision-making is done subconsciously. We set out to measure physical changes people cannot consciously control.”

Honda is not alone in believing brain science can boost the bottom line. A growing number of businesses say that traditional ways of understanding consumers – direct questioning, observing our behaviour – don’t explain why we buy one product over another. And they are turning to neuroscience for the answers.

All well and good for Honda, I guess – though I’d be immensely amused if at the end of it all it was discovered that purchasing choices are largely sub-rational and random. For now, though,  I’m inclined to see the sales floor as the battleground of an arms race. After all, the technologies Honda are using are comparatively lo-fi, the sort of thing that a smart independent researcher could knock up on a budget. So maybe consumer advocacy groups will start their own counter-research programs, offering tactics and training to enable shoppers to spot when they’re being manipulated by environmental factors or neurolinguistic programming techniques, and ways of turning the tables on the salesmen. Knowledge is power, right? [image by mrflip]

Of course it’ll be a while before grass-roots research can match the sort of data that fMRI scans can gather, but if there’s one up-side to the economic slump it’s that people already seem to be thinking far more carefully about what they buy; all the crafty persuasion techniques in the world won’t do you any good in an empty showroom, after all. And just to go all the way with the blue-sky thinking, perhaps we’ll eventually end up in a world where manufacturers realise the best way to sell us something is to have a robust and functional product that people actually need…

… hey, a guy can dream big on a Friday, can’t he?