Data-driven advertising - How do we move it beyond the web?

I came across an interesting service platform Meme Machine which has interesting customer-focused applications using data.

Calling itself reactive advertising Meme Machine defines this platform as:

"Reactive advertising is a technology for dynamic customization how display ads look and behave in real-time based on what we know about each viewer and the surrounding factors for each exposure. So instead of one campaign having three different ads, we can run three million different ads, where each is unique for the person watching it. Real-time data and dynamic content are two of the things that makes the Internet really unique. Coming up with the basic ideas for a dynamic ad is just one piece of the puzzle and you also need an engine that can mix up the data and make sure that the right stuff is actually shown to the right people."

Meme Machine has a reaction library and has some cases like Scandinavian Airlines, Swedish Post etc. 

How do we really fuse data that's online, offline and transactional?

To make this more widespread & relevant to a consumer &  marketer, the question that came to my mind really was, how do we use offline data & behaviour for such a service in addition to online information that gets tracked. Imagine a variety of devices and vehicles that consumers today either read, watch, listen, carry along with them - radio( FM), TV, Mobile, Outdoor, Magazines, Newspapers etc.which is not tagged or data rich today.

I believe we still have a long way to go  & innovate here. Here in lies interesting opportunities waiting to be tapped. There must be different applications across devices & media vehicles that must bring this to life. The control, of course, must lie with the consumers to bring all of this together. The applications must talk to each other, pull relevant content, send proactive messages as things happen in each media vehicle or device or by interest tagged by consumers, to bring this conversation & experience to life with each consumer.

Comments

[George Ortiz]

My company Noodle Media tackles just this. We take customer data and segment it out to personalized media campaigns for mail, web, and email. You said "... how do we use offline data & behavior for such a service in addition to online information that gets tracked." We take both offline lifestyle data and append it to online merchant and visitor data, thus creating a very specific media message. It's relevant and it's the way we get the right message, to the right person, and the right time. We can send out print pieces with pictures of the products you own, even the same color, print your name in paint on a wall, and send you to a personalized website featuring only products you want. Oh, and you can pay for them right then and there! It's really amazing. Unfortunately, this only works if the company or client has been keeping or tracking their customer data. Without it, this doesn't work and your back to just plain ol' direct JUNK mail and email blast. We've found that a lot of small business don't have the infrastructure to to track and house customer data. My company that I work for is only 2 years old and still in the business development phase, but we have surely found a strong way to tackle this question you raise. If you want to check out our website and shoot us an email or give us a call, it's at www.noodlemedia.com. Thanks!