Wednesday, October 07, 2009

NASCAR advertising model


Companies who pay to have their logos on the sides of NASCAR racing cars have long realized that the current advertising model is less than optimal. As the ads are targeted at the broad demographic of beer-swilling, ball-cap wearing Americans that make up the audience - the many subtle sub-categories to be found within that demographic are lost.

For instance, the current model might have an ad for Skoal chewing tobacco right next to one pitching time-shares at trailer parks. While chaw and easily-demolished-by-wind houses are indeed both popular with the NASCAR audience - the two appeal to different age groups within that broad swathe of society. While the Skoal ad may appeal to the +55 female segment, younger males are more likely to be thinking of buying a trailer home to use as a hunting camp.

Almost by definition then, the current NASCAR advertising model alienates and confuses the intended user base. This view was confirmed by long-time NASCAR fan Bubba Hendricks when interviewed at the Daytona 500. "Damn straight I'm confused by all those ads. Sometimes I don't know if I'm supposed to be buying cigarettes or a huntin' rifle. And as for 'alienated', well Heck don't get me started on those illegal aliens!"

Imagine an alternative.

Imagine a world where individual race fans, instead of being visually bombarded with simply-worded ads targeted at their collective seat-mates  - were instead able to advertise their own buying interests & tendencies - these interests, once collected & interpreted, mediating the fans interactions with the marketers by determining what ads they would see on every available square inch of the (interminably counter-clockwise traveling) cars.

For this vision to become a reality requires mechanisms by which

1) fans can advertise their buying preferences
2) marketers can tailor the ads they display to suit individual fans

The technology pieces are coming into place. Google's knowledge of surfing habits, a smart phone with video camera, and augmented reality technology will together ensure that NASCAR fans need no longer be forced to view ads for malt liquors other than their preferred brand.

3 comments:

jernst said...

Yes, but it requires all spectators to hand over their OpenID first when purchasing a ticket.

Paul Madsen said...

Johannes, yes but Im not sure about OpenID penetration into this market.

Might have to rebrand as WalmartID or equivalent

jernst said...

Good point. More like as pet rock or equivalent.