AUSTIN TEXAS -- SXSW: Biometrics and imagination will transform into utilities that give brands the ability to collect wearable data from the human body for smarter ad targeting. The hardware will fall away and the data stored in the cloud will become the key for marketers that want to stay with consumers through their daily activities.
Info is based on location and how consumers might use the technology, as well as what consumers do at the moment they need the services, according to Alanna Cotton, VP of mobile computing marketing at Samsung Electronics.
"The opportunity with wearables is personalization," Cotton said.
Cotton joined Under Armour, and Microsoft at OMMA SXSW in Austin at South By Southwest Interactive (SXSWi) to discuss how brands will use the data from wearable devices.
Wearables will collect the biometric data, making marketing and ad targeting smarter. The body tells the story through data to make the next day better, according to Doug Ziewacz, head of North America media and advertising at Under Armour. Running shoes measure time and T-shirts measure body weight, and it all gets aggregated.
Under Armour (UA) Record, the dashboard for information through the Healthbox app, gives users a consolidated view of the collected data. About 165 million users on the platform. The company a massive data transformation story.
Ziewacz said brands also need to become more aware of data fatigue, especially when providing information to consumers.
Tom Gruhler, corporate VP brand and integrated marketing at Microsoft, said the cloud becomes the hub for connections and data. HoloLens, in beta, creates holograms. It maps the world in real time and projects the images similar to a foretelling brand experience with the Seahawks made possible through a partnership with the National Football League where the players come to life in the room.
"It's a fundamental change in computing," Gruhler said. "We're moving to ambient computing."
It will be fueled by data in the cloud, back-end data in real-time.