Why Intent Matters In Advertising+
Last night we* read a very affirming article by Claudia Ahrens, the Director of Product Management for Audience & Identity at Roundel. Target's Media Design Firm—she expressed the concept that intent plays an integral in the next phase of Advertising, and that intent will discern how and why consumers make decisions, past purely speculative data.
The article was particularly interesting as Neil @ Local* wrote a theory (and equation) in 2016 called The Theory Of Intent that highlights similar concepts. In fact, Local* Dot Agency™ is a living example of what's called Local* Semantics; the study of how when words are combined with symbols, their meaning merges to create something new* for each user. Each instance of operation is effected by this decision-making, building a network of decisions that the user has access to, as faculty allows.
In A Sea Of Data...
How do we make a splash? It seems as though Advertising has begun to fall flat since the onset of the pandemic. This was a question Local* entertained in 2020 in partnership with The UN. There are many breakout brands like Liquid Death and Apple that continue to raise the bar, or social copy like Slim Jim and The National Parks Service that feels like the good old days. Most Ads, these day, just don't slap like they used to.
We* believe that the issue with data-driven advertising is that it negates the fact that not every decision is data driven. Humans continue to operate from a space of ambiguity. Questions like how do we measure and better plan for nostalgia? Impulse? Far exceed even the most advanced ChatGPT language models (though this will change as models become more nuanced).
How We* Present Intent, Matters
In fact, without studying the patterns of how and why people make Design decisions— The Theory Of Intent wouldn't have taken shape. Intent, within Advertising, is as much about taking the time to study and define overarching concepts like intent, as it is about architecting visual vehicles for users to feel their true senses of selves within.
Our* focus starts with Brand Design. We see great value in the duality of Advertising & Brand Design. In fact, without the other—both would fall flat. Coupled with great Ad communication and easy-access—Brand Design creates and yields the proper tools, spaces, and pipelines for users (clients, their customers, communities, etc.) to learn from and grow within.
Seeing marked trend towards rounded rectangle-use in 2020—most media companies began adopting rounded edges to present information between 2020 and 2023. This spans across buttons for digital ads and media containers for giants like Youtube. These key shifts help highlight how presenting intent matters. Though a good start point—presentation of intent goes beyond rounding edges. Local* believes deeper context like language, color value, and things like operating intelligence, or how we* create within pre-existing and new systems is what truly supports the expansion of true individualism within user sessions.
Combining data with theory—granularity of intent is what catalyzes HCI (Human-Computer Interaction) as a growing technology, sales tool, and /service offering.
Local* Partnerships
Spring of 2022— Local* began working with a leader in privacy, tactile media, and HCI to help develop ©SAGA Dot Industries. Focused on transforming privacy, ownership, narrative, value—SAGA's tagline supports its desire to Build Depth To Data™. Together, we*ve been asking big questions and working towards diverse forms of partnerships and licensing.
Using Local* Semantics— we're constantly looking for agile and budding partners like *SAGA to help develop ethical and standards-driven forms of language. As leaders like Roundel have begun to mention concepts like intent—Local* continues to invest in building partnerships that ignite the pathways between data and decision-making.
Combining data with narrative—granularity of intent is what catalyzes HCI (Human-Computer Interaction) as a growing technology, sales tool, and service offering.
Using Local* Semantics— we're constantly looking for agile and budding partners like *SAGA to help develop ethical and standards-driven forms of language. As leaders like Roundel have begun to mention concepts like intent—Local* continues to invest in building partnerships that ignite the pathways between data and decision-making.
