Marketers, Agencies Split On Impact Of 'IoT,' Feel Equally Ignorant About What It Actually Is

Ad executives by and large say they have a relatively low understanding of the "Internet of Things" (IoT), but they all see it growing in importance over the next several years and that it will begin to impact many facets of the way they engage with and understand consumers.

Those are the top findings from a survey that Advertiser Perceptions Inc. conducted among advertisers and agency executives exclusively for MediaPost.

Interestingly, only about a quarter of the respondents indicated they had a good or extremely good knowledge about IoT, about the same share that said they had little or no knowledge about it.

The biggest sector -- about 40% of respondents -- said they were somewhere in the middle. The numbers were almost equally divided between agency and advertiser executives.

Overall, advertisers and agencies agreed on the importance of IoT growing over time, but the one area where they differed significantly is where IoT will have the greatest impact.

The greatest number of marketers (33%) see IoT’s impact as being new ways of tracking or collecting information about consumers. That was followed by 31% who said it represents new ways of delivering a “brand experience.”

Agencies, by contrast, were much more bullish on the opportunity for IoT to develop new ways of delivering a brand message (25% of agency respondents vs. 18% of marketers).

How IoT will play out, and how it is even defined, will be the subject of a MediaPost conference taking place today in New York City, which will focus primarily on IoT’s impact on “shopping.”
2 comments about "Marketers, Agencies Split On Impact Of 'IoT,' Feel Equally Ignorant About What It Actually Is".
Check to receive email when comments are posted.
  1. Doug Kilarski from Douglas USA LLC, August 8, 2015 at 9:27 a.m.

    Mobile, smaller, and connected computing was number one on most user wish lists in the late '80s and a driving factor in what we have today. Let's see...10, 20, 30 plus years later we're still trying to simplify wtih overcomplication. Until we speak and promote in the customers' language it will remain all greek to even the early adopters. Parlez-vous Internet???  

  2. Ted Rubin from The Rubin Organization / Return on Relationship, August 8, 2015 at 1:21 p.m.

    Simple... connectivity. "Connectedness" and Collaboration"... the ability to deliver omnichannel sales, service and engagement anytime, anywhere, for anything. 

Next story loading loading..