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How the algorithm killed the jingle

How the algorithm killed the jingle
Written by publishing team

Taking care of the ritual chant and the unity of the national anthem, many of us did not hesitate before singing the rest of the phrases such as “Like a good neighbor…, “Ace is the place…, “1-8-7-7-Kars…You can hear it in your head now, right? The song: Capital nursery rhymes are played to us over and over again during TV ad breaks and radio ads.

The song was once a marvel of advertising creativity – a way to cement the brand in the minds of every casual observer or listener in the country, relevant or not. Since the success of the Wheaties radio broadcast in 1926, these short tunes have been a favorite tool for advertisers to get products rooted in the consumer psyche. We may not be able to remember the number of congressmen, but we are Act Find out the phone number for Empire Carpet Company.

But a lot has changed since the days of radio and cable television. With e-commerce, digital analytics, data collection, and artificial intelligence, the world of advertising looks very different in 2022. And as brands continue to learn more and more about us, they use songs less.

Sure, there are still some people who sit in commercials on cable TV and listen to FM radio in their cars, but those numbers are dwindling, making advertising agencies less cost-effective to spend money and time making songs that require little to be heard. Because of the pandemic, the number of Americans ending traditional pay-TV service hit a record high in 2020, reaching 7 million American households. And as songwriter Steve Carmen, who called him “The King of Song,” said: People magazine, in a 2016 interview with NPR, “Unfortunately, jingle is an unacceptable word today. Jingle means an old word.”

Today, capturing customers is no longer as exotic as the earworm industry, but instead relies on snatching data from millions of users across the Internet, personal devices, and even smart TVs. Using interactive data from tech giants Facebook and Google — who together own nearly 50 percent of the $200 billion digital ad market in the United States — as well as details gleaned from the likes of the credit card company or social media apps, marketing companies can Crafting ads based on your preferences. Many of these details are compiled into what Joel Cox, co-founder of advertising technology firm Strategos, calls “identity blueprints.” These help marketing companies better understand what, how and when they are trying to sell your products.

As streaming services gradually outperform cable TV, advertisers are increasingly investing in personal commercials that appear on streaming platforms. Spending on live streaming and smart TV advertising grew 40.6 percent from 2019 to 2020. As Consumer Reports He notes that almost every streaming service that shows ads, including Hulu, Peacock, and YouTube TV, offers targeted commercials.

When we think about the extent — and success — of algorithmic personalization, it’s hard not to discuss TikTok, now the world’s most successful video app. With a unique algorithm, TikTok can keep scrolling, dropping you down a rabbit hole you never knew you wanted to be in, and bringing you back again and again. The application’s algorithm, in its most simple version, is largely based on three pieces of data: likes, comments and playing time.

Not all companies or advertisers rely on an algorithm like TikTok, but most of them know more about the average consumer than ever before. With 31 percent of American adults using the Internet “almost constantly” and 85 percent using the Internet at least once a day, there are few moments when we don’t encounter targeted advertising.

It raises the question: Do consumers even need to remember brands if brands remember us? Do we need a song to remember the existence of a furniture store or clothing brand if we are already identified as interested consumers and get relevant ads on the company’s Instagram and Facebook almost continuously?

In this era of personalization, It seems extravagant that the Kars4Kids song has been heard by many who don’t own a car, weren’t planning to donate their car, or weren’t of driving age. Many people of a certain age grew up knowing that Nationwide was “on their side” before they knew anything about insurance companies, or even what insurance is.

Today, visit a website multiple times or leave a couple of items in your online shopping cart, and you may receive promotional emails and texts from a brand for years. Not only do we rely on the internet to remind us, or even tell us what we like, need, or want, but we also tend more to move from one thing to another at a faster pace. Today there is a short time frame for digital impact or relevancy, which makes it necessary for brands to capture your attention as much as possible, rather than hoping to hold it for life.

Thus, the more companies know about you, the less you need to know about them. Folgers no longer need to sing, “Every morning you wake up, it’s Folgers in your cup.” They already know what’s in your cup.

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publishing team