The Internet of Things Transforms the Way Advertisers Promote
Targeting the actual consumer
Connected devices allow advertisers to deliver the right information to the right consumer at the right time. However, if we consider the current scenario, advertisers send spam to registered consumers’ accounts irrespective of the targeted consumer, which doesn’t add any value to their efforts.
Through the Internet of Things, advertising companies will become better at identifying their consumers’ needs on a real-time basis. Moreover, the chances of converting consumers to buyers will also increase. For instance, Amazon could track usage of devices, noting whether a user were connected through a Mac, Windows, or other operating system. If this device were to stop working, the user would be automatically notified of the same device on Amazon’s online catalog.
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Value exchange from both the ends
Programmatic advertising provides marketers with an enormous opportunity to reach devices at the same instant consumers are engaging with them. Moreover, it helps deliver the right information at the right time to the right users. The new approach to leverage advertising with the IoT creates a value exchange for both consumers and vendors, rather than the one-way interaction of promoting ads.
With the advent of IoT advertising, advertisers no longer have to depend on pop-ups or banner ads, because programmatic advertising will be highly consumer-centric and will generate more personalized ads. The IoT will drive a new style of advertising where everything will be relevant to the end users.
Rich Astley, managing director at Videology UK, said “the IoT could change the definition of advertising and what we come to think of as ‘media’ by enabling entirely new opportunities for connecting with consumers and contributing in real ways to their daily experiences.”
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