Innovation or Invasion?

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Innovation or Invasion?

Microsoft wants to take over your life with NUAds.

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Nice to see your coloum here again, the gold rush with social media is one where the individual is sadly going to be seen as a 'unit'. When you are trying toget someone to DO something this can feel paeticularly weird as the company is offering you something but making you do a task before they give it to you. Its almost like they are sat across from you with a fist full of cash, a puppy, some candy and a siny new bike with an open fly and terrifying grin on their face. They want you to perform advertising for them and the fact they they want to make you do things for them in your own home using your own products is the unsettling part.

I couldn't re-tweet an ad. I would feel like i had just got a tissue to wipe my mouth and a pat on the head.

Waiting for the inevitable "wave your hand to see the cleansing power" ads that are gonna show up >.>

NUAds reminds me of the word "Gonads". Probably because it's balls.

LadyRhian:
NUAds reminds me of the word "Gonads". Probably because it's balls.

Im not sure, but i think that might be the cleverest thing i have heard all week.

Nice article JP.

I detest these marketing schemes, and am glad for the time that I've no consoles.

I don't know about anyone else, but adverts tend to make me want to buy the product less.

I have a real problem with people taking advantage of me to make their money. As such, I would only be ok with this if I'm being paid for my endorsement.

I wonder what would happen if a few million Twitter users decided to form a trading block and demand payment for any endorsements granted by their members.

I guarantee you that no matter how intrusive, inane and tedious these ads are, some people will defend them with some sort of 'how else are they going to pay for it' and 'it's their right' type arguments whilst everyone else either tries their best to struggle through, moans incessantly but does nothing, gets their hands on blocking programs, or simply gives up on the medium altogether. I've not watched TV in years because the ads aren't worth the programming available over here, and on the internet *comment redacted*.

Any way it works, unless advertisers realise that brand recognition alone isn't enough and that a POSITIVE association helps, and even then might not work, advertising's just going to be a blight on whatever platform it's plastered across. "Go Compare" with it's annoying opera man is firmly emblazoned into my mind from over-hearing the prat on house-mates' TV, and I know bloody well to keep the fuck away from it. Same for "We Buy Any Car", for similar reasons. Even Old Spice, with one of the more amusing marketing campaigns, merely entertains - I have no desire to purchase the product. Having things rammed down my throat whilst I try to enjoy doing something completely unrelated is NOT a good way of engaging with me, and making me literally go through a song and dance routine does not sound like a positive move on behalf of advertisers, behavioural marketing be damned.

Hmm, I wonder what it would take for me to track down a marketing director's house and spend a productive night covering it in slogans and surrounding it with billboards, projectors and speakers to bombard him every minute of the day with tedious jingles, eye-catching graphics and behaviour-adjusting tag-lines, and see how he fucking likes that sort of invasion of privacy. Lets just hope that that line never gets crossed. (possibly for my sake too, lol)

Soon, we will have to tweet an ad if we want to watch/play what we have already paid for.

I don't like it and I wouldn't and won't engage this type of marketing, but unfortunately I and other people like me, i.e. commenters on gaming websites, are a minority. All those young children, parents, less tech savvy peoples, and all sorts of other demographics will. It's especially disturbing when a company says "Do our job for us (re-tweet the ad) for the chance to win a (shitty)prize!". It's brutal, manipulative and takes advantage of people's greed.

This type of marketing is exactly why my Xbox is little more than a DVD player for me. The ad saturation when I turn the console on is a real turn off. Sony isn't miles better, but it is definitely better at being more low key and even, in a way, respectful in their marketing style. Maybe because it's a Japanese company? I don't know, but what I do know is that I'm one of those minority people that is completely pushed away by obnoxious advertising and generally prefer not to buy products that are marketed aggressively and intrusively towards me.

However, I fear that will simply not make one iota of difference ever, at all.

The perceived value aspect intrigues me. I generally look at these 'do this for this!' ads frpm the perspective of 'the odds are againts me, its not worth it'. but I know people who will occasionally phone on for these massive daytime tv cash prices cause they hope they will be the lucky one person out of all the millions to get the prize

It won't work.

It's as basic, rudimentary and ill-conceived as the early-internet flashing banners, pop-ups and noisy ads. "Behavioural research" might have pointed at attracting attention and requiring engagement driving memorization or click-through rates, but ultimately the disruption in the core action outweighed the value of the added impact.

This is the same issue. Ads in Farmville work because they are part of the experience. They are an in-game task required for an in-game reward that happens to be sponsored, or an in-game task that has the side benefit for Zynga to also promote the game virally by "sharing" it with friends.

If the ad is a double whammy of getting in the way of a main task AND requiring Farmville-like engagement, though, it's doomed to failure. I will tweet a cool trailer after I've watched it, but I won't tweet about an ad if it's an interstitial along the way to my game or movie content.

So is it based on sound data? Yep, most likely. Does it have the potential to be used incorrectly or implemented poorly, defeating the purpose? Hell yeah. From what I've read, this is meant to go on your Xbox dashboard, and I bet it's also meant to be there while using Kinect to browse through stuff. That sounds like bad placement to me.

FreakSheet:
Soon, we will have to tweet an ad if we want to watch/play what we have already paid for.

I fear this is way too close to happening.

The (over-)saturation of marketing is one of the biggest reasons I have avoided all the big social networks (this is the closest I've gotten to a real social-networking site), because it seems the main goal of such schemes is to find out as much as possible about you, bombard you with "the perfect" ads, and then use you to get "the perfect" ads to everyone you know. All this when the only benefit for you is "well now you get ads you care about!"

No.

Thanks.

It's rather nice to see the marketing perspective on things like this.

I actually don't even remember the adds on my XBox Live dashboard because I'm always skimming by them to either grab a particular arcade game I want or immediately jumping into a game (and I've avoided Kinect like the plague). I'd say it'd be interesting to see if real thought gets put into this stuff or if it fails like the gaming community wants it to, but I'll probably never even notice them.

Interact with gestures? I can think of a few to give them.

All of the ads are completely optional to view and participate in, and although that has been made abundantly clear it has been made into such a panic. IF you have a kinect (I don't) and IF you watch ads by choice (Who does that?), and IF decide to involve the ads products or services in your social media this gives you the option to do so.

I don't think anyone on earth meets those three prerequisites, and I'm sure that the total fails in comparison to those who complain about the service.

Do you know what I do when I see an advertisement in something that I've paid money for?

I'll tell you, I boycott the company in the ad.

For example: In Wipeout HD an ad for Honda Civics plays during the (prolonged for the sake of the ad) loading screen of about every twentieth race. As a result I have decided to never buy anything from Honda and I encourage all of you to do the same.

Another example: My computer once caught some adware that played an audio ad every few minutes without including an option to turn the ads off. One of those ads was for French's. I have boycotted French's.

Advertisers have to understand that not all attention is good attention. If an advertisement annoys me or otherwise provokes a negative reaction in me then I will not buy the product. Oh sure, the above ads increase product awareness but they certainly do not increase the likelihood of me buying their products.

JP Sherman, thanks, now that I know about these NUAds, I will certainly never buy an Xbox 360.

therightanswer:
All of the ads are completely optional to view and participate in, and although that has been made abundantly clear it has been made into such a panic. IF you have a kinect (I don't) and IF you watch ads by choice (Who does that?), and IF decide to involve the ads products or services in your social media this gives you the option to do so.

I don't think anyone on earth meets those three prerequisites, and I'm sure that the total fails in comparison to those who complain about the service.

The real problem here is that this could be a slippery slope to this:

FreakSheet:
Soon, we will have to tweet an ad if we want to watch/play what we have already paid for.

Even giving the option to participate is being intrusive.

This sounds exactly like those 'game' ads on web pages. I haven't seen an ad in years so I don't know if they're still around, but back in the day it was hard not to punch the boxer or swat the fly or what ever click based thing got you to 'win' and open their page up. It worked on me up until I got tired of the pages opening and viruses flowing in. The sad thing is, I never browsed one of those sites even for a second. "immaterial" advertising is a total waste of time and money. Advertising anything to everyone is like advertising tampons on the Spike network, its a bad strategy. There are only 2 good types of ad. One that provides information on a product or service I might need but was not aware of, and one that is genuinely funny or entertaining. The problem with the latter, is that I typically wont remember the product. With material items, it will always come down to two things. What do I want, cheap, or awesome? Will I buy a WII or a 360? single ply 99 cent a roll TP, or double quilted?

That's what it all boils down to. Do you want a few extra dollars in your pocket while you're getting s**t on your hands?
Advertising something that isn't new or special is stupid, the end.

Iron Lightning:

therightanswer:
All of the ads are completely optional to view and participate in, and although that has been made abundantly clear it has been made into such a panic. IF you have a kinect (I don't) and IF you watch ads by choice (Who does that?), and IF decide to involve the ads products or services in your social media this gives you the option to do so.

I don't think anyone on earth meets those three prerequisites, and I'm sure that the total fails in comparison to those who complain about the service.

The real problem here is that this could be a slippery slope to this:

FreakSheet:
Soon, we will have to tweet an ad if we want to watch/play what we have already paid for.

Even giving the option to participate is being intrusive.

You mean the way we pay taxes on something that was taxed when it was bought by the store, taxed when it was made, taxed when the materials were purchased, and then pay property taxes to keep those things?

Nooo, that will never happen. Especially in a world where all that taxing can't even pay the bills.

Also, if no one ever opts to participate, you can damn well guarantee they will make it more mandatory. I've never seen a webpage or tv show ask "Would you like to view a message from our sponsor, or continue your scheduled program?" and I'm sure I never will. We pay for cable and they spam us on it, we pay for internet, and then Microsoft charges us $50 to use xbox live, why the hell wouldn't they start pounding people down with ads? what's to stop them?

I have a triggered reaction against trying to slip advertisements into every facet of human life. It reminds me of the episode of futurama where they have advertisements beamed into their brains such that they see ads while Dreaming.

Its just one of those things where you have to put your foot down and dig your heels in. Advertisement is incredibly rampant in modern society. I'm not saying it shouldn't exist, but when it leaks into your leisure time, it becomes painful. From a personal perspective, they're just irritating. I can say quite honestly that its almost unheard of for an advertisement to ever provoke me to get a product. On some very rare occasions, i may miss a game, film or product and the ad will tip me off to go do actual research online to see if the product is one I want, but for the most part, the ads are just mindless annoyances. Many of the new methods of "interacting" with ads or sharing them just sounds shady. Me and most of my friends will alert eachother about products, sure, but we dont share the actual advertisements. The ads are often biased towards the product in question and do not provide completely correct or useful information. If one of my friends started sending me actual ads, I'd probably clock him. The "Interactive" part is shady for just the same reason. An ad will never badmouth its product, so any interactivity is still operating within the realms of them trying to convince you to buy a product through stimulation.

I don't own a Kinect, and I'm about as far removed from Microsoft products as they come these days (though apple does some of this too in its IOS devices), but I don't want to see advertising evolve into the money grabbing behemoth that they'd like it to be.

I think every First Person Marketer column should have this posted in the comment section: http://www.youtube.com/watch?v=gDW_Hj2K0wo

If I bought a product to use on ANOTHER product I bought to use, I don't want any form of fucking advertisement being fed down my throat.
Web Ads? I get that people have to pay for server space and other related stuff like that.
NUads on Kinect? The product that people pay for, that developers pay royalties to have their product released on, and even probably pay fees to license the software to use in general. Fuck that, forget it. Keep the ads away. Stop trying to ram marketing down our throats every time we turn around.

I don't even mind advertising in games if it is tasteful(a la Prototype, those didn't bother me). But I am sure these NUads would be used as a gateway and unless you interacted with it PERIOD you won't get to the content that you want to use. PLUS ultimately you have to pay to download the damned ad anyways(depending on your ISP agreement regarding bandwidth).

Don't think Microsoft is the devil here either, I am sure there is a million other companies planning ways to do the exact same shit. With everything being net enabled these days it was only a matter of time before we get spammed with spam.

This kind of thing just makes me despise all forms of marketing more and more. Bill Hicks had some extremely good advice for marketers.

EDIT: Damn, ninja'd by Fronzel.

Scrumpmonkey:

LadyRhian:
NUAds reminds me of the word "Gonads". Probably because it's balls.

Im not sure, but i think that might be the cleverest thing i have heard all week.

Thanks.

If Microsoft wants to have full integration of their products, maybe they should start with their windows phone not sucking. Zing.

The difference with social media vs regular media, is that with social media you have the ability to pick and choose what you follow, the brands you want to interact with. It''s a better direct message and instead of a broad shotgun message, you have those who want to have conversations and interact with your brand. Until corporations and advertisers stop just using it as a loud speaker and use it as a base of two way communication, it's never going to be fully realized. The same really with this I think, you know your audience and creating something to interact with I think is important for it to work.

You are spot on about the reactions-- I don't like being advertised at when I know someone is advertising at me. I hate commercials, right? But I still sing-song the tunes played in the adverts that run during television commercials.

The one my wife is singing currently is that one for the eye-pad clone or whatever; the girl in the pink dress with the square around her head going "Let me, entertain you! blah blah blah blah blah versatile." We sing that line like parrots over and over and over again. Now when I think IPad I don't necessarily think IPad, I think samsung whatever the hell she was entertaining me with.

I've generally accepted that advertising is the new normal-- and hey, if that means I see more awesome commercials for GEICO or Duke Nukem Forever instead of that fucking pot that lets you grow tomatoes upsidedown or feminine itch products, thats fantastic.

well I wont be tweeting or re tweeting or liking anything on face book ... I dont even use those.

I think I might have a face book account that I used for all of 5 minuets (if that) many many years ago.

Nu ads should be banned. then again it seems that advertisement is the norm now. gone are the days when you could browse the net or play games peacefully. Oh well. World is gone to sh*t, even on the technology side.

You know whats worse: sites that think the only way to register is via facebook. i dont use your fagbook, why dont you let me have a normal account!
P.S. i noticed that there is now login via fagbook on the escapist too, i fear the worst.

teqrevisited:
I don't know about anyone else, but adverts tend to make me want to buy the product less.

Very true. There are a number of products/brands (as well as films, games and the like) that I was interested in pre-ad campaign but have since blacklisted due to the intrusiveness and frequency of said ad campaigns.

A good example of this is Ticketmaster, which I used to get some gig tickets about 18 months ago. Ever since then they have sent 3-4 e-mails a week telling me of their special offers (despite my repeated demands that they not contact me) and as a result I now no longer buy my tickets from them, even though I was impressed with the quality of service I got from them regarding my actual ticket purchases.

In other words, non-intrusive background advertising can make me interested/curious about a product, but intrusive and pervasive ads will cause me to blacklist whatever is being advertised. And this NUAds system sounds incredibly intrusive.

I can''t see it working and will take no part in it whatsoever. In fact, this is the last word I'll say on the matter as it stinks to me.

I'm inevitably turning into a crotchety old man resistant to change, sticking to the ancient Mario Galaxy instead of CoD 77 because I object to being forced to advertise the delicious taste of Zagrafs at the end of each level.

Sabrestar:

FreakSheet:
Soon, we will have to tweet an ad if we want to watch/play what we have already paid for.

I fear this is way too close to happening.

It's already happened. When you put a DVD in, you have to sit through previews and FBI warnings about copyright BS, even though you already paid for the damn thing like a good little consumer. It's making me sick, and I don't think I've actually watched a DVD in over a year now.

I don't know. Years of roaming the internet have taught me that clicking on anything that say 'win product x' is usually not a good idea.

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