Clearly you’re right. Proximity advertising is truly the next Big Thing (certainly bigger than social media). However, I think it will affect mostly Newspapers and other traditional direct response media, (possibly radio as well, but that will most likely be geotargeted to).

- Greg

While I agree with the sentiments, I do think the mobile space and its Augmented Reality ads are in fact quite different from what we have seen in the past. I’m no traditional media man and hence I could be entirely wrong in what I am about to say next, but…

Seems to me that advertisers have never before known precisely where a person is when they read, see or hear our ad. I don’t fully understand the implications of this, but surely it changes the way one advertises to this segment, and, especially, what you say and how you promote it. Knowing that a person is standing near your store front, allows you to offer a special promotion which may just persuade him or her to step inside. As I said, I’m no marketer of these things, but it does seem to offer a completely different approach.
Eric Goldman´s last blog ..Google’s “search volume” estimates are not what you think

Thanks for your comment

Contextual advertising is indeed dependent of semantic applications. Machines need to be able to talk to each other if context is to be understood. Or, more technically (and more accurately), systems need to share syntax if they are to share semantics.

As for ROI, it’s a mixture of goal setting and trial and error. For any ROI program to be successful you first need to have clear objectives through which to evaluate results and the process of objective setting should also give some clear direction as to implementational strategy.

However, the world is a messy place and there is no way to know beforehand what will work best. That’s why tracking is so important. You have to build knowledge along the way.

- Greg

With all the various forms of targeting, how do you determine, as an advertiser , what is the best placement for the best ROI. Is it SEMANTIC , AUGMENTED REALTY, or perhaps BIG SEED MARKETING that you recommend , or is it entirely dependent on the company placing the advertising?
As more time is spent by the consumer on line it becomes more critical to define your target.

I hope to see you here again.

- Greg

Thank you for sharing.

Tatiana

Thanks. I’m glad you liked it.

- Greg