Advertising on the Internet of Things

internet of thingsThe Internet of Things (IoT)  is the phenomenon of all objects being connected to the internet and it is set to dramatically change the way we live.

IoT promises to revolutionise the ordinary through wearable tech, driver-less cars, connected pill bottles that inform patients when they need to take their medication, smart fridges that let you know when you’re low on milk, through to British Gas encouraging its customers to save money by connecting their heating to the internet via its Hive product.

As you’d expect from a technology that has so many touchpoints with people’s daily lives, IoT is causing much excitement among advertisers and marketers.

The more connected consumers become, the more opportunity brands will have to play a significant part in their daily lives.

With these advancements in technology and the growing number of mobile devices comes an explosion of data which organisations are being expected to process and act on at ever-increasing speeds.

As more and more household objects become connected, marketers will be able to identify consumer needs and patterns of behaviour more easily which will lead to localised personalised communication becoming the norm.

Obtaining real insight from this kind of data represents a significant opportunity for marketers and advertisers to gain competitive advantage, and deliver the personalised and relevant experience that consumers are craving.

However, consumers have become increasingly savvy regarding the trade-off of their personal data in return for savings and customisation, and it’s the responsibility of advertisers and marketers to be sensitive to this by offering continual value to users in return for such data.

The increasing appetite for a more personalised service mean consumers are willing to provide personal data and engage via apps or social media providing the value exchange is evident enough.

As a result, advertisers and marketers need to reassess their messaging and brand identity to ensure it translates well into consumers’ day to day lives, ensuring they are bold enough to make an impact, whilst not becoming so intrusive that it causes resentment. As with all new tech innovations the IoT presents both a huge challenge and opportunity.

Looking to the future brands may even be able to use data such as mood, current activity and emotional triggers which will really bring a campaign to life and make consumers say ‘this is exactly what I need right now’.

When consumers see a clear personal benefit of such data-gathering they’re far happier for the relationship to be a mutual one between themselves and the brand. Continue to provide ads in a timely, relevant manner on the correct platform and the loyalty and financial rewards will soon follow.

Liam Plowman is head of strategy and propositions at Sky IQ

Fancy some further reading? Marketing magazine explores what IoT really means for marketers in its latest issue, and why it won’t be welcomed by everyone

  • Preslava McCarthy

    Brilliant piece! The mood data concept that you have mentioned above can be seen in this case study

  • Chris J Arnold

    Data is becoming a big concern and technology has so invaded people’s personal data that it’s only a matter of time before there’s a knee jerk reaction against this Orwellian culture. I was speaking at the Retail Forum yesterday on how technology can engage customers and there is fear by clients that IoT is one step too far. I think we will soon see EU legislation come crashing down on us, remember we in marketing are seen a stye bad guys. What one fellow speaker pointed out was that targeted messaging doesn’t make media companies money, broadcast does, so there’s no value in big media groups supporting targets micro-marketing models.