Bono, the man who has the biggest collection of hatchbacks in the country. To be fair, Bono came across OK. Naturally, the whole Enforced Download Debacle came up. He likened it to being Father Christmas and receiving a good kicking after descending the download chimney. Although it is very Bono to liken himself to a Saint, this is a valid point, as people usually love to get something for free. But there is something disconcerting about it in this instance. It’s the intrusion. It makes you think: what else could they download on to my phone as I sleep? Maybe something not as horrific as a post 1991 U2 album, but maybe some form of spying programme?

This story has got a lot of negative press (but ultimately all, “good,” publicity, I suppose), as people become increasingly worried about privacy and intrusion from technology and those who wield it. After his defence of the download, Bono pulled out an acoustic guitar, so I changed channel. Sorry Bono, it’s just not that kind of evening.*

So we have unwanted albums from U2. Unwanted tweets and sponsored ads from Twitter. It would be understandable if the collective consumer shouted out: “Just leave me alone, seriously.” Retargeting advertising already has a dubious reputation; the idea of the same advert for the same pair of shoes stalking you electronically all day is more irritating than creepy. I was once followed around London by a guy holding a “Golf Sale: This Way,” sign, but that was entirely different. And creepy.

Personalised advert breaks are already with us. You may not have realised. There are also some quite amazing TV advertising concepts for the future. You may be watching Eastenders, for example, and the adverts within the programme itself, on the sides of buses or the billboard over Walford station, will be personalised based on your household’s consumerism and Internet activity! All sounds a bit Minority Report, but an immediate problem that presents itself to me is if me mum pops round to mine to watch the Eastenders omnibus of a Sunday, and a bus goes past behind Ian Beale with an advert for, “St Petersburg’s Extreme Dominatrixes 4,” emblazoned on the side. But don’t worry, as in all likeliness I’d just be able to indignantly blag that Transport For London’s commercial department is a bloody amoral disgrace, as my Mum’s understanding of technology is somewhat limited.

There is a lot of talk of tailoring your home media experience to get the advertising you want. But does a person actually want advertising? I think a person wants, or rather certainly benefits from, good advertising. They want a good product and advertising is their portal to discovering it. Rory Sutherland conjures a lovely image of advertising being a, “virtual engagement ring proffered to the potential consumer.”
The expensive, quality advertising marks the beginning of a long brand-loyalty relationship. It builds credibility and inspires trust. Too much intrusion can jeopardise this, but personalised advertising can create amazingly helpful, inspired outcomes that add real value for the consumer.