Commercials Targeted To Your Emotional State?

by Wayne Friedman, Jun 12, 2012, 3:01 PM

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In the future, my nasty mood may help find a commercial that’ll fit my dark state: a sarcastic-laced promo for a wise-guy type of crime show, for example.

This function may come even sooner to the Internet. It seems that Microsoft has sought a patent that would allow advertisers to target customers based on their emotions. Software would monitor the tone and content of one’s online history, search queries, emails, etc. Basically, you’d have to turn off almost all privacy controls.

But you’d get the benefit of all those ads -- like those from Republican-minded groups that want to stop all the new health care laws. Don’t you hate those ads? No, wait. You love them!

Either way, the new software will figure out if your emotions are running hot, cold, melancholic, apathetic or sympathetic. Microsoft would like to figure this out by using image and audio devices to capture users’ facial expressions, speech patterns, gestures and body movements.

All this would improve the specific conditions that some futurist media groups would like to foster – like sending you carpet cleaning ads for your grubby rugs or automotive tune-up commercials for your lackluster ride.

The idea of timing advertising toconsumers’ emotional mindsets isn’t new. For years, it’s been called “engagement.” Now, Internet data and information can be the fuel for a new category of marketers willing to go into tricky waters.

This may not be for everyone.

Just as with many hip, sometimes politically incorrect “notice me” TV shows – especially on edgy cable networks -- much of this can be polarizing. In a happy frame of mind? A dark video game commercial may not be what you want. Rather, a bright-looking ad for ice cream, complete with smiling spokespersons, would be in order.

Then again, maybe your happy self might want a change of scene by going to the dark side. Similarly, your bad boy mindset might need brighter skies – maybe a rom-com themed commercial.

In any event, new media advertisers will need to make some quick-changing creative decisions.

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3 comments on "Commercials Targeted To Your Emotional State? ".

1. Mark Walker from aka Media Mark
   

   commented on: June 12, 2012 at 5:56 p.m.
   Sounds perfect: if I am depressed I would see liquor, and gun shop ads...or maybe medical marijuana! And when I eat at Taco Bell I'd come home and see TP ads! Sweet!
2. Mike Einstein from the Brothers Einstein
   

   commented on: June 12, 2012 at 5:58 p.m.
   Two thoughts come to mind: 1) This is the most idiotic thing I've ever heard. 2) John Wanamaker didn't realize how good he had it.
3. Paula Lynn from Who Else Unlimited
   

   commented on: June 12, 2012 at 6:11 p.m.
   "We are begging to be controlled."

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