Xbox One User Data Could Affect AdvertisingLuke Brown |
When the Xbox One launches in a little over a month, Microsoft and advertisers are eager to see just how much further the new console can push the "gamification" of advertising.
Speaking with Advertising Age, Yusuf Mehdi, corporate VP-marketing and strategy for Microsoft, discussed the Xbox One's potential in reshaping advertising through a console. Mehdi claimed the Xbox One's imaging power would lead to higher expectations from consumers, and thus more production value from the ads themselves. The Xbox One's ability to combine television viewing with online browsing and gaming should also lead to different experiences and opportunities for advertisers to present information in new ways.
"We are trying to bridge some of the world between online and offline," Mehdi 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."
Of course, the strangest draw is the concept of Kinect reading how a consumer's body is responding to a given ad. Learning how people in the living room are reacting could affect decisions in regards to the product being advertised. "It could have a big impact on pricing," Mehdi said. If you recall, the Xbox One Kinect is capable of reading much more than just your movements, and will be able to discern different voices, heart rates and whether or not you're actually paying attention to the screen.
However, let's not forget you can still turn your Kinect off should you choose to try and avoid this kind of data mining. You can also choose to not watch TV through the console, and have even less to worry about in that regard.