Finding the White Space

: Sherrie Perkovich

Its not news that marketers are under constant pressure to keep finding new and interesting ways to reach their target audiences. With the introduction of seemingly daily media choices, our task is a great one.

I read an article that spoke of marketers nearly over stepping their bounds to put our ads anywhere where there is available "white space." I agree with this, but only to a point.

Yes, its true that we are not only advertising in places that are surprising and walking the line of obtrusion. But we are also, thanks in part largely to technology, able to serve you up advertising messages that you actually want to see, when you are open to receiving them.

Advertising has an exciting future. And the future is in behavioral marketing via the social graph and mobile. Instead of trying to merely find available white space to brand with our messaging, we can pinpoint advertising based on consumption behavior.

Serving up ad messages and offers based on behavior is the key to truly being able to communicate to an already interested consumer. In the near future, gone will be the days of sitting through non-relevant advertising messages. And soon you'll only be getting advertisements targeted to you as an individual consumer. White space that you never saw coming.