Picture of Marco Maas, a data journalist and entrepreneur

“Two time-based drivers”

Real time in the media: Data journalist and entrepreneur Marco Maas knows the possibilities emerging for journalism and advertising.

What are the possibilities for real time applications in media?

There is a principle that states, “The better I know the customer, the better I can appeal to them.” For this purpose, information from online targeting needs to be combined with information from smart home applications, motion detectors, etc.

What technology is needed for this and to what extent are such applications being used today?

From the examples mentioned, we are only one small step away. It would be necessary to consolidate collected data at various points. The technical possibilities are there and only need to be employed in the field, such as AI applications that automatically organize unstructured information and draw conclusions from it. A lot is already being done today, such as with VHF radio, where you can do things like run ads other than for grilled sausages in distribution areas that are expecting rain.

Marco Maas is a data journalist and founder and managing director of Datenfreunde GmbH, a company spe cial izing in innovative audio products that has been on the market since 2013. It specializes in audio analysis and innovative news dis tri bution.  Its most recent project is “xMinutes,” a news app that plays out context­based journalistic content – the right news at the right time in the right place. 

What does this mean for journalism and what does it mean for advertising?

News can be made compatible with the user and their specific usage situation. I not only know where and how the user lives, but also the situation they are in at the moment and what news they have already heard up until now. This way, regional or even local news is becoming increasingly important. Also, I can run news on a topic in which the user is already interested, or on traffic and weather before they leave the house. A similarly pointed mode of address is possible in advertising.  Someone listening incessantly to Rammstein on Spotify naturally will not get an ad for a Rihanna concert. Everyone gets ads for laundry detergent, but perhaps with an emphasis on being dermatologically tested for families with a newborn child. For an even more pointed targeting, someone with a beard would then get ads for beard care products right as he is standing in front of the mirror at 7:00 a.m.

What does real time mean here and what are the response times? 

Bei diesen Konstellationen gibt es im Grunde zwei zeitliche Treiber: zum einen den Takt, den Ereignisse vorgeben. Natürlich will In these configurations, there are basically two time­based drivers: The first is the pace set by events. Naturally, everyone wants to get breaking news that, say, Angela Merkel has resigned as chair of the CDU, as soon as possible. Local and regional topics are less time­critical. If I learn about events in my neighborhood one or two hours after the fact, that is usually perfectly fine. Exceptions might be traffic reports that I would want to see before I leave the house. The other time­based driver is created by how the user’s day goes. If I want to reach minimal time windows, whether with news or ads, I need to be quick. Ideally, I know before the user that they will be interested in a certain topic in five minutes. That would then be a negative response time. 

More Information: www.datenfreunde.de (German)

Author: Heinz-Jürgen Köhler
Photos: Bosch

Do you visit t-systems.com outside of Germany? Visit the local website for more information and offers for your country.