Dream Targeting – You Buy What You Dream in Your Sleep

There are innovations and then there’s Dream Targeting – a digital technology that moves beyond the established understanding of digital media, to help brands better target their customers, and to increase sales.

How did this innovation come about?

We’ve all heard about REM sleep, which accounts for about 20 to 25% of a human beings sleep cycle. This is an intermittent sleep pattern, the cause of which is still being studied all over the world. However, it has been proved that influencing a person in stages of REM sleep is actually possible.

What you read above is what sparked this innovation. Dream Targeting was announced towards the end of October last year, and has been a revelation ever since, taking the advertising industry by storm!

You haven’t yet heard about it? Well, you’ll be hearing about a lot from this day on!

How does Dream Targeting work?

Dream Targeting is a revolutionary outreach program that aims to reach the inner core of human sub-consciousness that gets activated in this period of REM sleep.

This outreach program has seen the development of a product that has been in the beta testing period for the last three months. Codenamed ‘SCTM’ (Subs-Conscious Consumer Targeting Mechanism), this product uses ultrasonic sound waves that can be embedded into multimedia product banners. These banners, like regular multimedia banners, are seen by the customers on both mobile and web while browsing an e-commerce store. The sound waves in these banners seed the integration of a mere ‘idea’ into the frontal cortex of the subject, which in turn is triggered during REM sleep.

The success of this product has been tested and monitored via electrooculography (EOG), which measures the amount activity in the retina as well as the brain, during REM cycles. In the simplest of terms, this will result in the subject seeing the resurfaced image of the multimedia product banners during the REM stage of their sleep cycle. The fact that the ad has become a part of one’s dream pattern, appeals to the subject’s (the consumer’s) sub-conscious, leaving behind an unexplainable desire to buy the product or service.

Key Observations till now

By deploying Dream Targeting (beta testing for the last 3 months), an assorted pool of e-commerce companies* have witnessed –

  • 20% increase in conversions.
  • Since the ad creative become a part of one’s subconscious, a 35% increase has been observed in favor of buying the product.
  • Adglobal360, which has created Dream Targeting, has been able to attribute the increased conversions through Dream Targeting by Big Data Analysis of the vast cookie pool generated though huge media campaigns.
  • One of the e-commerce companies has recently secured heavy funding owing to the increased traction through Dream Targeting

*Please note that for Confidentiality reasons, the names of the participating e-commerce companies have been kept undisclosed.

What is in the pipeline?

Apart from e-commerce, Dream Targeting has also been deployed in verticals like online gaming, real estate, and travel, all of which have seen higher conversions since then.

Rakesh Yadav, who also heads the initiative and the R&D at Adglobal 360, is excited about the possibilities that Dream Targeting holds for marketers across the globe. He believes that the customer base that we at times lose because of ad blockers can be regained via this virtual inventory of “in-dream” ads influencing the target consumer’s buying behavior. Further, steps are now being taken towards advancing this REM integration technology for multimedia stories being seeded instead of simple static banners.

While the research required for this step has already commenced, Dream Targeting is going to be further evolved through the innovation that is next in line – the ability to ‘buy’ while sleeping. This also includes potential mobile wallet integration. Utilizing a wearable device that can be connected to a smartphone, Dream Targeting will map the vital stats and pulse rates, the REM movements will be recorded, and the patterns noted. If an ad creative keeps resurfacing in a consumer’s subconscious for a week; the process to buy the product will be initiated.

Such has been the excitement surrounding Dream Targeting that Adglobal360 has already applied for a patent with Intellectual Property, India, under section 4.2.0 of the Indian Patent Act of 1873, to ensure that this revolutionary innovation isn’t replicated.

Looking at the struggle being faced by most e-commerce companies in India, Adglobal360’s Dream Targeting (patent pending) technology will forever change the way a brand will communicate to the customer. All that remains to be seen is when this will be ready to be officially rolled out. Stay tuned, for the consumer targeting revolution is coming!

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