Whoever comes up with a single user identifier as an advertising tool will revolutionize the ad market. A single user identifier is a one-of-a-kind login (such as social security number) that identifies a device user no matter the advertising medium. Let’s assume your mobile phone number is your single user identifier; when you are watching television the TV can read it. Or if you are listening to digital radio, it senses you are listening. A cross platform cookie, if you will.
So what can one do with this information? Well, it can allow a sales story to device hop from one media to the next in a linear fashion. The old ad maxim about message frequency goes out the window. No message repeats, just message builds. If big data knows you saw an awareness ad in the morning, the advertiser can serve you an “interest” ad in the late morning, a “desire” ad in the afternoon and a “purchase” or transaction ad after dinner – no matter the device. It’s not farfetched. It’s near field fetched.
Storytelling, using this approach, can be serialized. Selling with advertising will change altogether. And it will become way more effective. All because of a single user identifier. Tink about it, as my Norwegian Aunt used to say.
Come on ad nerds. You know, you know I’m not up-frontin’. Peace.
