Commentary

Advertising Meets the Internet of Things

The Internet of Things (IoT) is going to impact pretty much everything.

As more devices and physical objects become connected to each other, the implications are huge.

Over the next decade, the Internet of Things (IoT) will generate $8 trillion in value, according to a report I wrote about here last month (Mobile Commerce Meets the Internet of Things).

Some of the commerce implications include mobile payments, in-store shopper guidance through beacons and other sensors and more precise customer targeting for relevant messaging.

And some of that messaging will involve advertising, which we will be discussing all day today at the MediaPost IoT: Advertising at Internet Week conference in New York.

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One of the key questions is what advertising will actually look like in the world of IoT.

This will be a world where object and technologies can anticipate consumer needs and cater to those needs before the customers even know of the needs.

Wearables like smartwatches will be able to seamlessly connect people to places and things around them.

Like the commerce implications, IoT causes a total re-thinking of advertising, when engagement can be highly intimate via devices with the addition of extreme personalization.

There will be screens of all sizes facing consumers, with different types of messaging required for each.

Of course, as many studies have shown, the consumer wants all this messaging coordinated somehow so they can go from screen to screen seamlessly.

No one expects today’s conference to provide all the answers.

But with some of the brightest thinkers in the advertising space participating in the discussion, we likely will get some insights into the direction of where IoT might take advertising. 

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