Microsoft: Xbox One Kinect consumer data treasure could reshape marketing world

http://adage.com/article/special-report-ana-annual-meeting-2013/xbox-reshape-marketing/244605/

Yusuf Mehdi, corporate VP-marketing and strategy for Microsoft, outlined how he expects the new system, which succeeds the eight-year-old Xbox 360 in a neck-and-neck race with Sony's Playstation 4 launch, could affect marketing. Those possibilities include ramping up consumer expectations for production values in advertising thanks to advances in Xbox imaging technology, furthering the "gamification" movement in advertising, and consolidating more attention now diffused among multiple devices for gaming, TV and web browsing onto the big screen

"We are trying to bridge some of the world between online and offline," he said. "That's a little bit of a holy grail in terms of how you understand the consumer in that 360 degrees of their life. We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox. It's early days, but we're starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly."

Xbox One can essentially work like TV that watches you, bringing marketers a huge new trove of data about what's going on in living rooms, including, as one marketer put it after the speech, unprecedented information about how people engage with TV advertising.

"It could have a big impact on pricing," he said, given Xbox One's capacity for seeing whether people are paying attention or how their bodies respond to the ads, said the marketer, who wasn't authorized by his company to speak for attribution.

lol NeoGafSpot

i can already see some bs way of microsoft forcing people to watch ads.

lol NeoGafSpot

Basinboy

so what do you think of Xbox One capability to collect and harness consumer behaviour data for marketing and advertising purposes?

If I were MS this is the type of news I wouldnt want making headlines. Most people look for ways to block adverts, not for better ways to get more adverts :?II_Seraphim_II

 

Xbox One can essentially work like TV that watches you, bringing marketers a huge new trove of data about what's going on in living rooms, including, as one marketer put it after the speech, unprecedented information about how people engage with TV advertising.

-Damien-

I don't like this.. at all.

It is things like this why nobody wants your shitty console M$.

http://adage.com/article/special-report-ana-annual-meeting-2013/xbox-reshape-marketing/244605/

Yusuf Mehdi, corporate VP-marketing and strategy for Microsoft, outlined how he expects the new system, which succeeds the eight-year-old Xbox 360 in a neck-and-neck race with Sony's Playstation 4 launch, could affect marketing. Those possibilities include ramping up consumer expectations for production values in advertising thanks to advances in Xbox imaging technology, furthering the "gamification" movement in advertising, and consolidating more attention now diffused among multiple devices for gaming, TV and web browsing onto the big screen

"We are trying to bridge some of the world between online and offline," he said. "That's a little bit of a holy grail in terms of how you understand the consumer in that 360 degrees of their life. We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox. It's early days, but we're starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly."

Xbox One can essentially work like TV that watches you, bringing marketers a huge new trove of data about what's going on in living rooms, including, as one marketer put it after the speech, unprecedented information about how people engage with TV advertising.

"It could have a big impact on pricing," he said, given Xbox One's capacity for seeing whether people are paying attention or how their bodies respond to the ads, said the marketer, who wasn't authorized by his company to speak for attribution.

-Damien-

[QUOTE="Basinboy"]

lol NeoGafSpot

-Damien-

so what do you think of Xbox One capability to collect and harness consumer behaviour data for marketing and advertising purposes?

Basically is just another way for MS to collet revenues by selling information colleted by their camera to 3rd party,is as intrucive as it can get,thank go the PS eye is not mandatory.

The least i want to see is ads about what i eat wear or talk.

It is things like this why nobody wants your shitty console M$.

NathanDrakeSwag

[QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

navyguy21

You missed my point. All M$ cares about is making ad money. That is what they built Kinect and the Xbone to do. Sony made a console for gaming.

[QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

navyguy21

i highly doubt xbone will allow adblock plus, my browser does, next excuse.

This also confirms what was say early this year,that Kinect could spot the brand of your shirt or things like that and actually forward information to MS which would sell for profits for 3rd parties.

I would not have a problem with this if MS gave me free games,because those are paying for the games just like ads pay for series on TV,but on a console that is already $500 while been weaker,and in which you have to pay for using even free apps like netflix,this is already pushing it and show MS only care about money and show why kinect is packed in no matter what.

[QUOTE="navyguy21"][QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

NathanDrakeSwag

You missed my point. All M$ cares about is making ad money. That is what they built Kinect and the Xbone to do. Sony made a console for gaming.

[QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

navyguy21

[QUOTE="navyguy21"][QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

NathanDrakeSwag

You missed my point. All M$ cares about is making ad money. That is what they built Kinect and the Xbone to do. Sony made a console for gaming.

[QUOTE="navyguy21"][QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

NathanDrakeSwag

You missed my point. All M$ cares about is making ad money. That is what they built Kinect and the Xbone to do. Sony made a console for gaming.

It's sad you actually think that

Simple fix: don't buy it, and don't visit friends who have it.

[QUOTE="navyguy21"][QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

stereointegrity

Penello said they arent doing anything of the sort.  Plus if you are really that paranoid, unplug the thing.   Laughable stuff here.  Sonygaf and damien are a good match.

Confirmed: XBox is cancer.

that is freaking scary man. 

Immagine if someone were to hack that think, they could get all kinds of information from you spying, pehaps even knowing when you were home and not home ect. 

Anyone who thinks this is a bragging point is mental.

Penello said they arent doing anything of the sort.  Plus if you are really that paranoid, unplug the thing.   Laughable stuff here.  Sonygaf and damien are a good match.

XBOunity

[QUOTE="navyguy21"][QUOTE="NathanDrakeSwag"]

It is things like this why nobody wants your shitty console M$.

stereointegrity

so like google pretty much, why should i care about this?

wiiutroll

Well, on the less evil side of things, it could also be used to help content providers.  Companies spend a lot of money on focus groups to improve their shows and games, now imagine if every Xbox One owner was not only part of the group, you could get more detailed information on how they react to every part of the show or game.  They could tell the exact moment the suspension of disbelief ends, or the parts that bore or seem irrelevant.  Yes, it's an exploitation of your wants and desires, but is it so bad if that means getting what you want?

So, on top of reaping subscriptions fees off of Live, MS intends on selling statistical data of its customers.

When did gamers start being such whores?

This marketing data will be useless since lemmings have poisoned minds (they did buy an XBone, after all). Any results drawn from these guinea pig studies will be useless to real world people

If you understand this it means that they will gather data based on what you select on screen. Not watch what you do through the Kinect .FoxbatAlpha

Xbox One can essentially work like TV that watches you, bringing marketers a huge new trove of data about what's going on in living rooms,

Do you even read.?

If I were MS this is the type of news I wouldnt want making headlines. Most people look for ways to block adverts, not for better ways to get more adverts :?II_Seraphim_II

Penello said they arent doing anything of the sort.  Plus if you are really that paranoid, unplug the thing.   Laughable stuff here.  Sonygaf and damien are a good match.

XBOunity

MS has arms so far up lemming ass, they must feel like hand puppet.Mr-Kutaragi

Its a good plan, MS will know for example if the lemming is a fat lemming and during COD can advertise slimming products.

If the lemming is always alone then MS can advertise escort agencies.

If the lemming has a bad haircut then MS can advertise hair gel.

Sounds great to me.

[QUOTE="navyguy21"][QUOTE="stereointegrity"] You know that your browser watches everything you do as well right?k2theswiss

Firefox, ABP, NoScript, Ghostery, VPN...? :)

[QUOTE="k2theswiss"][QUOTE="navyguy21"] incagnito son... plus ur browser isnt watching u...it is just recording what sites u used and such this on the other hand is a camera that is physically watching uConsternated

Firefox, ABP, NoScript, Ghostery, VPN...? :)

In America, console plays you.
MS, what are you doing...

[QUOTE="k2theswiss"][QUOTE="navyguy21"] incagnito son... plus ur browser isnt watching u...it is just recording what sites u used and such this on the other hand is a camera that is physically watching uConsternated

Firefox, ABP, NoScript, Ghostery, VPN...? :)

lol 

like i said you are not invisible lol, your internet provider, websites and big oooo nsa can still see you...

Lots of tissue paper and hygiene adds directed to Xbox One customers in the near future.

It is pretty exciting actually (and I say that as someone who works in the industry, not as a MS fanboy)

Also, LOL at the cows misinterpreting this. Keep up the self-ownage :cool:

It is pretty exciting actually (and I say that as someone who works in the industry, not as a MS fanboy)

Also, LOL at the cows misinterpreting this. Keep up the self-ownage :cool:

RR360DD

You think a always on camera in your home is 'exciting'?

You may be interested in 'dogging'.

Microsoft thinks we care about and like advertisements:lol:

Lots of tissue paper and hygiene adds directed to Xbox One customers in the near future.

Bigboi500

Lots of tissue paper and hygiene adds directed to Xbox One customers in the near future.

Bigboi500

These douchebags just admitted that the kinect is going to be spying on you for information to be sold to 3rd parties and certainly will be handed over to the NSA as well. No fvckin' way I'd put up with that personally.jer_1

If you understand this it means that they will gather data based on what you select on screen. Not watch what you do through the Kinect .FoxbatAlpha

It will probably collect data on what commercials you watch and which you skip but it would be illegal for them to actually record video which is what the fanboys are trying to say is going to happen.