Well, you
have to broaden your definition of information and incentive.
My guess is that you believe that the best advertising makes an
emotional connection or something along those lines. Let's use
the classic Ridley Scott's 1984 Apple commercial, which made an
inspiring connection with its audience and the Mac. That
commercial had information value in that it told us something
about Apple, the company, how it perceived itself and how it
wanted us to perceive it and the Macintosh. It had incentive
value in that it was beautiful and cinematic in its
presentation, plus it contributed to the broadcast of the Super
Bowl (the reason we came to watch it).
The only point I'm trying to make is that advertising can be
valuable to us people, and I'm trying to figure out how we can
realize that value while reducing its cost to us in the form of
wasted time, attention, money, resources, corruption, etc.
Bringing this back around to VRM, I believe that VRM is an
important component of getting advertising under control,
because it is advertising budgets that are funding all the
problems (like privacy) that VRM is trying to solve.
Jim Bursch
310-869-5340
">
Headspace.info: Video Arts and Entertainment Directory
http://headspace.info
Producer
NoHo20 presents: "Critic's Dilemma"
http://noho20.com
On 6/10/2012 6:29 AM, Rain wrote:
"
type="cite">
Call me old fashioned, but the best advertising is
Nothing to do with either information or incentive.
This is a pretty narrow view.
Eaon
On 09/06/2012, at 9:42 AM, Jim Bursch <
">
>
wrote:
I'd
like to chime in and perhaps add some insight into Charles
value proposition with Prizzm.
Advertising has two-fold value to people:
1. It has information value -- it tells people something
about something in the marketplace
2. It has incentive value -- it supports something that
people value (the incentive that lures people to look at
the ad)
Because the vast majority of advertising is stupid
spamming -- hitting everyone while being of value to an
infinitesimal few -- we hate advertising and see zero
value in it.
Charles is trying to take the stupidity out and increase
the chance of advertising having information value to
people. That's what Zuckerberg is also trying to do, but
in a sneaky, opaque manner that in no way empowers or even
involves us people. Charles' Prizzm is trying to empower
people and give them control over the data that enables
advertisers to deliver their information to the people who
are most likely to value it.
What he is missing is the incentive value.
In advertising there is risk -- there is the risk that the
ad will be delivered to someone who does not value it in
any way, wasting our time/attention. Since the incremental
cost of delivering an ad is so low, advertisers can afford
to spam us. Then we have what's called in economics an
externality, otherwise know as pollution.
At MyMindshare, I have built a platform that delivers the
incentive value in the most direct, honest manner -- a
cash payment -- and shifts the risk cost from us people to
where it belongs with advertisers.
I don't know how far along Prizzm is in development, but
it appears to be exactly the kind of thing that I want
people to be able to use to plug into MyMindshare.
Jim Bursch
310-869-5340
">
Headspace.info: Video Arts and Entertainment Directory
http://headspace.info
Producer
NoHo20 presents: "Critic's Dilemma"
http://noho20.com
On 6/8/2012 3:38 PM, Charles Oppenheimer wrote:
"
type="cite">Great questions Judy, and thanks for the
feedback.
It lives on your server, right?
Right.. I believe in the cloud (ok internet) as a place
I'm willing to store my data and building a place for
others to do it there too. I not everybody believes that
is a good approach, but I'm comfortable enough to do
banking and buying online, and don't want to go back.
Wondering what your ideal user cases look like.
The architecture is thus: you define your profile in
one place, prizzm, but it is consumable in many. One being
prizzm.com,
another being the "API", so if implemented advertisers on
site X would consult your prizzm to understand your stated
intentions before displaying advertisements. The third,
and maybe best would be mobile. But the key
differentiator from other ads is you wold control the
system/rules, much as CRM customers (who are companies)
set up CRM systems and then customize it to their own
needs.
Unfortunately I have more ideal use cases than ones
that are practical to get working on internet speed.
Really need to choose 1 to start with.
Scenario #1: If it is a destination site where people
go to Prizzm just to see advertising, there is a huge
uphill battle - for the reasons you mention. Advertising
is to be avoided, not sought out. So in that scenario, the
implementation would really depend on some
flashy/fun/irreverent consumer internet stuff. Hot-or-not
for ads... that is essentially a game. This might not be
my favorite approach, but I have designers who think it
is more likely to work than a philosophy based approach.
Or have prizzm.com provide a
better shopping experience than goole or amazon.. which
is a tall order.
Scenario #2: A "infrastructure" approach, the profile
itself has many attributes, such as at what point to email
yourself, when your personal RFP is met, based on data you
have put in Prizzm. In this way, each user of Prizzm
would have a mini implementation of a shopping agent
system, that they can customize to their own needs.
Scenario #3. Mobile - Mobile advertising I believe is
even more broken than traditional forms. Blinking popping
bad ads just don't work when you only have a few inches of
screen realestate. So Prizzm profile, defined once, would
be enabled to combine your data with what you are looking
for, a completely opt in, buyer controled system for times
people do want to see mobile ads/offers..
And a 4th#, that I discussed with Bill Wendel today,
and am really excited about - is for a very specific
"vertical" - Real Estate in this case. Prizzm could
operate as a buyers RFP system, but with lots of features
that make it very relevant and good for buying one thing -
real estate. Using lean startup methodology, that is
probably a better approach than trying to start with a
platform, which is a trap I fall easily into.
Thanks,
Charles
On Jun 8, 2012, at 2:46 PM, J Clark wrote:
Charles,
Prizzm is interesting, and I'd like to hear
your thoughts on this. According to your privacy
policy, we own our profile and data. It lives on
your server, right? (and yes, downloadable and
deletable too) So this is a pull still: we need
to visit prizzm when we want to see
advertising.
Here's why I'm asking. Advertising isn't a
very compelling end-point to me. I am not likely
to go anywhere to see it, and will take steps to
avoid it, unless I'm in the market for something
specific--and even then I might check the
periodic sales flyers at the store I'm most
likely to go to for what I want. If it's not on
sale that week and I still want it, I'm more
likely to go get it than remember to visit
prizzm with the possibility you have exactly
what I need when I want it.
I know there are other scenarios, and I'm a
particularly uncooperative person about ads.
Wondering what your ideal user cases look like.
j.
On Jun 8, 2012, at 11:20 AM, Charles
Oppenheimer wrote:
On Jun 6, 2012, at 8:00 PM,
Doc Searls wrote:
Thanks, Charles. Looking
forward to what you plan to
share. Bring it on.
Doc
Ok, here it is http://www.prizzm.com/ -
please check it out. No longer "Reverse
CRM", now "Reverse Advertising".. or
"demand based advertising". (Having
some trouble with the tag line..have a
bunch of options but went with this for
now).
The ideas is you should be able to
"state your intentions" - in
software. It is your database(hosted)
+ api + something fun + mobile.
Prizzm has a shameless commerce
angle - which I'm not ashamed of. I
think #VRM if done right can and
should be a business. But if you don't
package the message and get people to
"buy" it, you don't have a starting
point. Taking some hard lessons
learned from consumer internet startup
business I've found I need to test the
message first, see if people respond.
I have only a few of these features
- but want to build the ones that
people actually want based on signups.
Here is the roadmap:
- defining your interests/wants,
free form
- control of that data (your
profile), with privacy
- "pandora for ads" for ads -
choose ads/offers that match based
on your stated intentions, give
feedback
- your preferences are stored in
your data set, like which adds you
"liked"
-- you can edit them, instead of
your history being shipped to google
via cookies, and change them
- An API - so if you are willing
to see banner ads on another site,
it could check *your* prizzm preI'd
ferences instead of a google
approximation (requires
partnership/distribution)
- Mobile advertising - allow
Prizzm to accept mobile offers if
you enable it.
You can let me know by signing up
or spreading the word.. that is the
metric I can use to see if it actually
works. And appreciate any feedback
from the group. I am open to edits on
the privacy policy, the tagline,
request for features or other
feedback. It seems most people don't
care about a privacy policy as a
feature - but does this group?
Anybody can contact me directly if
preferred:
+1 415 577 3411
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