Individualization

Eli Noam

Chapter 10 in Video 2040, 2026, pp 198-207 from Edward Elgar Publishing

Abstract: This chapter examines individualization in video media, where content is customized to target and suit specific viewers. There are several approaches, including localized content, personalized advertising, and targeted product placement. The chapter analyzes the potential benefits and drawbacks of individualization, such as increased viewer engagement and revenue opportunities, while also addressing concerns about privacy and stereotyping. Technologies such as AI and real-time rendering facilitate new forms of individualization, including dynamic product placement and personalized content creation. However, individualization also raises questions about the value of mass audience approaches compared with tailored content, along with its potential impact on the viewer experience. The chapter analyzes the reasons for the weak performance and penetration of individualization.

Keywords: Individualized Advertising; Dynamic Product Placement; AI in video; Targeted Video Marketing; Customized Video Experience; Personalized Content (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035358168
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