• by Chase Martin , December 7, 2016

Connectivity within the Internet of Things just got a boost in speed and reliability with the official adoption of a new Bluetooth standard and it might mean more opportunity for advertisers.

The Bluetooth Special Interest Group (SIG) just accepted and adopted the previously proposed Bluetooth 5 capabilities into its Bluetooth specifications.

Compared to the current Bluetooth capabilities in most smartphones and other devices like beacons, Bluetooth 5 is expected to provide quadruple the range, twice the speed and an 800% increase in data capacity that can be transmitted.

“Bluetooth is revolutionizing how people experience the IoT,” said Mark Powell, executive director of Bluetooth SIG. “Bluetooth 5 continues to drive this revolution by delivering reliable IoT connections and mobilizing the adoption of beacons, which in turn will decrease connection barriers and enable a seamless IoT experience.”

"This means whole-home and building coverage, as well as new use cases for outdoor, industrial and commercial applications will be a reality,” he said.

The added data capacity could open new opportunities for advertisers, according to Steve Callan, senior vice president and director of creative technology at Hill Holliday.

“Bluetooth connected devices that can transmit larger amounts of data open up countless marketing possibilities,” Callan told the IoT Daily when the new specification was initially announced.

“Imagine a home furnishings store that can push decorating tips and discounts for the items in front of you, or a car that comes with its own promotional video and dealer contact information when you walk up to it,” Callan said.

One of the new features of the new Bluetooth is that devices don’t need to be paired in order to communicate. This could be beneficial for brands using beacons, which have traditionally required a consumer to download the brand’s app in order to establish the connection.

“Ultimately, Bluetooth 5 will bring more frictionless convenience to our lives, in a world where finding and opening an app on a smartphone is a chore,” David Hewitt, global mobility lead and vice president of consumer experiences at SapientNitro, told the Daily.

“For retail and hospitality environments like flagship stores, cruise ships and museums, Bluetooth 5 could be a welcome addition to bringing environments to life with an easy, no-need-to-pair handshake with ability to send rich media making for a more responsive experience.”