Currently we are in an era of Big data, the era that information is lucrative. Due to the reason that important decisions rely on an information, more information we can obtain means more precisely decision we can make. Various sectors have various objective in data collecting. Government organisations may aim for surveillance, NSA surveillance program, while several businesses may aim to understand their customers. Moreover, information technologies which have been developed for long time allow acquiring information becomes easier. All of us are tracked through our digital activities, they would leave activity footprint called ‘Metadata’.
According the Oxford Dictionary, The term ‘Metadata’ refers to a set of data that describes and gives information about other data. It is a data which is added in order to provide details about data. For example, if the data is a picture, metadata would be size of the picture, date and time this picture was taken and so on. Furthermore if the camera or device, which is used to take a picture, is connected with an internet, the place that the picture was taken can be identified. From this point, you can see the reason why many companies do not hesitate to spend money for it.
Metadata definition : http://bit.ly/1up1CmE
Advertising is the one industry which gains massive benefit from metadata. In order to create effective advertising strategies, understanding target audiences is necessary.Traditional way of collecting data, phone call or mailing, consume massive of cost in term of time and money, while metadata can fulfil this demand by providing a large amount of information that advertisers want in smaller cost. Advertising does not employ metadata for information only, but also as an advertising tool.
As a source of information, metadata enhance advertisers to understand their target audiences. Due to advantages of metadata which is easily to collect and process, metadata can reveal behaviour about target audiences. The place they usually go, what kind of content they usually watch for instance. By acquiring this information, a rough image of target audiences can be drawn. This leads to effective strategies and messages that advertisers can generate.
In addition, metadata can be employed as an advertising tool. Several social network platforms have a function called hashtag(#). It allows users to add information into their message(Tweet). This function can enhance engagement among target audiences and advertisements. Advertising messages can contain particular hashtags, which related to brand or campaign message. When twitter users mention to brand or campaign, they can use particular the same hashtags. Furthermore, all hashtags which have been mentioned will be collected as an archive of particular topic. When users click the hashtag, they will see the archive list of this hashtag, all data which are mentioned by this hashtag.
In the age that information can roughly predict the future of brand or company, many companies attempt to collect information as much as possible. An advertising industry is not exception, it attempt to acquire an information about target audiences to understand them. All metadata those individuals produce through their digital activities are collected to analyse. In addition, metadata also utilised in term of hashtag to enhance engagement among consumers and brand or company. Metadata has potential to be utilised in various ways.