Thought your mattress knowing if your partner is cheating was going far enough in this Internet of Things malarkey? Turns out we’re not even close yet.
A report from Ernst & Young says the Internet of Things (IoT) – the connection of devices – becoming ubiquitous is inevitable in the near future. The reasons being the data and highly targeted capabilities are too attractive for advertisers to ignore.
“Armed with meaningful insights about consumer behaviours and preferences, M&E [media & entertainment] companies will be able to use data to deliver highly personalised, contextually relevant entertainment experiences to help people re-imagine their experiences on devices they already own,” said Chris Gianutsos, executive director at the media and entertainment advisory services.
“To fully exploit the potential of IoT, there’s also an opportunity to expand to platforms that may not be considered part of the entertainment ecosystem or even exist today…think about having news and information delivered on household appliances or video streaming in self-driving cars. We expect this will dramatically redefine consumer expectations in the near future.”
The use of sensors within IoT devices – think wearables, touches from phones, speech and command recognition – will be the biggest data unlocking potential, says the report, and is what the marketers are frothing over.
Extra data will allow advertisers to target their ads even more to the right people. The report notes extra data will allow advertisers to figure out when and where someone saw an ad, in what context was it successful, and how many times that ad was seen.
“In an IoT world, media companies will be able to understand what a person is watching, as well as measure how, where, why and with whom consumers are viewing content,” said Howard Bass, partner and global media and entertainment advisory leader at E&Y.
“This new level of insight and context provided by smart devices will allow M&E companies to deliver targeted advertising that is relevant to a person’s mood, physical activity or location in real-time. IoT will not only improve the content experience for consumers, but it will also encourage the advertising industry to completely redefine its measure of success.”
However, E&Y recognises marketers can’t just dive in headfirst without sound knowledge of the legal risks, cybersecurity issues and privacy implications.
Gianutsos added, “IoT is both disruptive and inevitable. For M&E companies to be successful, they will have to address risk and quickly innovate to respond to evolving customer needs and deliver rich content experiences. Only then will the M&E industry find real value in its IoT investments.”
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]