Commentary

A Load Of Data (Get A Load Of What Will Be Replacing It)

Well, that’s one way of describing “Big Data.” But the way the refer to it in Texas is a “shitload of data,” according to Ben Gaddis, Chief Innovation Officer of Lone Star State-based agency T3. But unlike most s-load mongers, T3 isn’t focused just on more data, but on the right data -- especially the kind of data that’s only now becoming available thanks to a new generation of wearable devices.

Speaking during the Bright Shiny Object session at OMMA Chicago today, Gaddis showed some fascinating examples of how T3 is leveraging wearable technology to do just that.

The first thing he showed was new Tinder application. Well, it’s an old, now out-dated application of Tinder, because once the agency created it, Tinder issued a cease-and-desist shutting the application down. What the app did was enable users wearing a smartwatch to accept or reject prospective Tinder hookups without actually swiping left or right.

“You don’t have to do a single thing,” Gaddis said, adding, “If your heart rate goes up, we swipe left or right for you.”

The innovation wasn’t wasted on T3 Gaddis said, adding that the agency just incubated a new wearable technology company that is launching next week. The company, which raised $650,000 on Indiegogo, is called Atlas Wearables, and it enables users to do a workout without having to record what physical activities they’re doing. The smart tech simply reads your muscle motion and determines what type of activity your were performing and how good your form was -- everything from pushups to lifting weights.

In terms of potential brand applications, Gaddis said an obvious suspect is promoting an isotonic like Gatorade following a workout, except that the wearable tech can know that based on your biometric data, an isotonic might be the wrong drink for you, and it might recommend protein drink Muscle Milk instead.

The net of Gaddis’ presentation was that wearable technology would be for brand communications would be a shift away from conventional advertising and more toward “sponsored conversations.”

In fact, Gaddis disclosed a bold T3 prediction that, “In the next five years, 80% of display-based interactions will go away.”

In their place, he implied, would be brand and other content experiences that just know when we want them and serve them up to us when and where we want them.
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