Innocence in Danger Uses Unsettling Ad Retargeting to Build Privacy Awareness
Laura McQuarrie — July 8, 2015 — Tech
References: innocenceendanger.org & brandingmagazine
In order to build privacy awareness among teens who are unwittingly giving up their private information online, Innocence in Danger put together an unsettling campaign.
Retargeting is a type of online advertising that keeps track of the people who visit a particular site with a cookie and shows them relevant ads after they leave the site and are browsing elsewhere. In order to promote Internet security, Innocence in Danger used retargeting to bring awareness to this kind of advertising.
For thousands of teens who set their social media settings to public, the ads would have a creepy man follow users as they explored multiple advertisements. Clicking on the banner ads revealed more information about how to protect your identity online.
Retargeting is a type of online advertising that keeps track of the people who visit a particular site with a cookie and shows them relevant ads after they leave the site and are browsing elsewhere. In order to promote Internet security, Innocence in Danger used retargeting to bring awareness to this kind of advertising.
For thousands of teens who set their social media settings to public, the ads would have a creepy man follow users as they explored multiple advertisements. Clicking on the banner ads revealed more information about how to protect your identity online.
Trend Themes
1. Privacy Awareness Campaigns - Opportunity for organizations to create unsettling campaigns that raise awareness about online privacy among vulnerable demographics.
2. Retargeting Technology - Disruptive innovation potential lies in developing retargeting technologies that specifically target privacy-related concerns and educate internet users.
3. Social Media Privacy Settings - Opportunity for social media platforms to enhance user privacy settings and educate users on the potential risks of having public profiles.
Industry Implications
1. Digital Advertising - Disruptive innovation opportunities arise in creating targeted ads that raise awareness about privacy and internet security.
2. Online Privacy Solutions - Opportunity for companies to develop and market solutions that help individuals protect their privacy and identity online.
3. Social Media Platforms - Social media platforms can seize the opportunity to improve privacy settings, educate users, and become leaders in promoting online security.
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