If you wondered how to get your clients’ arms around the myriad, nichified media channels, one company presenting today at the conference introduced the concept of adaptive media — media that is changed in real time to individually appeal to the consumer.
In other words, the music, the content and the length of the spot changes based on the viewer’s distinct demographic — one at a time.
The London-based company is called The Adaptive Media Company, funded by British Telecom and Venture Partners.
Softbank’s Eric Hippeau thinks it’s “very powerful.”
(I have a headache thinking about the scalability of it all!)