Predictive Ad Targeting is Not New.

In a recent Online Spin, the following was written by Dave Morgan:

"What do I think is next? Predictive targeting.
What's that? Predictive is one step closer to the Holy Grail of delivering the right ad to the right person at the right time in the right place. It is about truly understanding enough about the consumer's state of mind at a moment within a particular media or marketing environment to be able to predict what he or she likely needs, wants or desires -- and being able to satisfy or advance that need, want or desire with a commercial message.

It has two components. First, you need to predict the future. You need to predict what consumers likely need, want or desire. Second, you need to have a way to change that future, even if it is only to reinforce and insure that what is likely to happen actually does happen. You need to understand what type of commercial message can make the desired future most likely to occur. How do you do that?"

Well, here is what I think...

We have been doing this for many years, not just a few. Moreover, this is not a new idea. The difference is that we can now know with more certainty than ever before. Data is a beautiful thing and allows us to target and plan with more efficiency. However, it is a double-edged sword. The thing we have learned with social media is that consumers can often be very unpredictable, no matter the amount of data we collect on them. At best, we can predict with statistical certainty.

We are definitely closer than ever before, but those of us that take the ideas and make the promises to clients must be sure to under promise and over deliver.
Predictive advertising is lifestyle marketing on data-roids. Not new, just improved.