All research suggests that people are spending more and more time on their mobile devices — searching, shopping, communicating, sharing, and gaming. But most take for granted the
superior hardware inside our devices that enables us to perform these daily tasks in a seamless, fluid manner.
A significant piece of hardware will be the key that unlocks
more utility from both a consumer and advertising perspective — namely, sensors. Why? Read on.
Emergence of Device Sensors
Over the past 12
months, we have witnessed a revolution as more sensors are embedded into our favorite handheld devices, empowering apps to become helpful and powerful tools in daily life. What you probably
don’t realize is that if you bought a smartphone within the last year or two, you likely have more than ten different sensors inside your device.
For example, the most
popular smartphones over the past year — Galaxy S5 and iPhone 5S — have fingerprint sensors that unlock phones, making it easier to keep our most
personal device exclusive to us, while also making it simpler to quickly open our phone for access. They also both have 3-axis accelerometers, gyroscopes, proximity, and light sensors. And with the
recent introduction of the iPhone 6 and announcement of the Apple Watch, new sensors like barometers and heart rate monitors are rapidly making their debut to the Apple product line.
In the coming months, there’s no doubt that we will see even more sensors added into our mobility devices, and the processors for our devices will become more sophisticated, enabling
our smartphones to become the digital nerve center for our lives. By way of smartphone “senses,” if you will, our devices will hear (via microphones), see (via cameras), touch (via
multi-touch screen), and locate (GPS + Magnetometer), becoming even more specific to individual consumers.
Mobile Advertising Today
The majority of mobile
advertising today is primarily focused on app install efforts, and a great many ads are simple banners running across gaming apps. But we’re starting to see savvy brands incorporate rich media
into their mobile advertising and exploit the interactivity available on these multi-touch devices.
For years we have talked about how mobile advertising should always drive
consumer interaction and take advantage of the native device features. Elements like tapping, swiping, and
even shaking have become mainstream interactive features in rich mobile advertising. And this has created an environment for brands to come to life in a way that has not
been possible across desktops.
But this is just the beginning.
Tomorrow’s Mobility Advertising
The future of mobile advertising relies on how brands can
and should tap into these device sensors.
Imagine presenting your target audience with an ad that prompts the consumer to ‘like’ your brand by 'drawing' a
heart in the air with one’s phone, taking advantage of the accelerometer and gyroscope. Or what if your ad utilized the compass sensor and had the creative dynamically adjust to point in the
direction of the nearest retail establishment where that brand’s products are sold?
The possibilities for brands to utilize device sensors are boundless and simple to enable — just
by asking the consumer to move, twist, or tilt a device! Creating these moments of brand engagement not only develops memorable experiences, but they also make
it fun and rewarding for the consumer.
And with more wearable devices on the way, we're about to embark on a new era of mobility advertising. Agencies, brands, and media providers need to
unite to explore the various sensors available in an effort to extract creativity in a completely new way — a way that is unique to portable, sensor-laid devices.
This is the way that mobility advertising will be most successful moving forward. It’s about creating harmony between consumer and brand, allowing consumers to enjoy and appreciate brand
messaging on their most coveted devices.