How Xbox One Beat Cable to the Punch and Will Change Political Advertising Forever.
The new generation of Kinect technology in Xbox One can distinguish up to six voices in a room, respond to voice commands, read skeletal movement, muscle force, whether people are looking at or away from the TV and even their heart rates, Mehdi said. The latter happens as the camera detects slight changes in skin tone related to dilation of a blood vessel in the eyeball that responds to heart rate, Mr. Mehdi said.
Seven years ago, I was invited to address the executives of one of the nation’s largest cable companies. I challenged them to abandon their focus on competing with broadcast, and to exploit their natural advantage – set-box targeting. At the time, they were drilling yet another dry hole in the frozen tundra of cluster group marketing, the erroneous notion that people who live near one another think alike. Oh sure, there may be more Republicans than Democrats, or more liberals than conservatives in a given geographic pocket, but that’s descriptive, not prescriptive information. Targeting based on such assumptions is highly dangerous in a political campaign, where voter behavior is as likely to be influenced by a negative perception as a positive one. Show the wrong ad to the wrong people and it’s not just a waste. You actually lose votes. Elections are a zero sum game. Those you alienate matter, because, in politics, 49% market share is called losing.
Let me put it another way. Which mailing would have the greater impact, sending a National Right to Life endorsement of a candidate to a list of pro-life […]