by David Talbot, Technology Review
By the time next year’s Super Bowl rolls around, advertisers—poring over social media analytics of their ads—are likely to replace less-liked versions of ads with better-rated ones as the game goes on. “Advertisers will be looking for immediate feedback to change [advertising] copy rotations later in the game,” says Kate Sirkin, the global research director of Starcom MediaVest Group, an ad agency in New York. Even social media feedback on things happening in the game could cause an adjustment. “You make a couple of versions of the ad, and different versions can run either depending on feedback by viewers to the ad, or real-time feedback to the game itself,” she says. “It speaks to the culture of the nation—it’s saying, ‘We’re listening to you, America, and giving you the stuff that you want.’ ”
http://www.technologyreview.com/web/39590/
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