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The Internet of Things: A Generation of Hyper-Connected Consumers and Advertisers
1. A Generation of Hyper-Connected
Consumers & Advertisers
The internet of things:
By: Peggy Men
Photo source: Unsplash, Anthony Indraus
2. “We get what we want, when we want it.”
Digital has created a demand for connection and instant
gratification. People can use Siri to call an Uber or quickly
transfer money with Tilt. With the rise of the Internet of
Things, humans will be more connected than ever before. (1)
Photo source: Unsplash, Corrine Kutz
3. The world of IOT ( Internet of Things )
“Anything that can be connected
be connected.”
WILL
(2)
Photo source: Unsplash, Florian Pircher
4. IoT is the concept of embedding connectivity
(through the Internet) and intelligence into any
device, forming a network of connected “things.”
What is iot?
(2)
Photo source: Unsplash, Silvio Kundt
6. “Merchants are expected to spend
on IoT technologies by 2020.”
$2.5 billion
(1)
Photo source: Unsplash, Ellie Pritts
7. IoT devices connected to the Internet will more than triple from
2016 2020
10B 34B
(3)
Photo source: Unsplash, Mitchell Holland
8. IoT elevates the 3 elements of a brand’s
successful owned media strategy:
Content COMMUNITY CONTEXT
(4)
Photo source: Unsplash, Helloquence
9. Content – amazon’s personalized experiences
Amazon Dash buttons use IoT to allow consumers
to reorder products with the push of a button. For
example, a family can place a Dash button for
Tide detergent on their washing machine. (1), (4)
Photo source: Unsplash, Samuel Zeller
10. Community – Sephora's beauty community
Sephora used IoT to create an interactive,
shoppable beauty board that shows user-generated
content on a digital screen. Consumers can scroll
through pictures of people wearing Sephora
products and buy the looks they like using click
through purchasing. (1), (4), (11)
Photo source: Unsplash, Alysa Bajenar
11. Context – BASF's Consumer wine service
A wine store in Germany let people enter their taste
preferences into tablets. Using IoT, wine bottles that
match their preferences light up on a digital shelf. (1), (4)
Photo source: Unsplash, chuttersnap
12. “Digital advertising is able
to lift both e-commerce
and in-store sales. As the
digital world evolves, the
consumer’s path-to-
purchase has become
anything but
straightforward.” (5)
Photo source: Unsplash, Sergey Zolkin
13. Advertising on smart fridges?
IoT is beginning to become a platform for
advertising. The connectivity of IoT allows
advertising to be more emotional and
immersive. (6)
Photo source: Unsplash, Naomi Hebert
14. In a study,
of respondents who own IoT devices
said they’re willing to see ads.
65%
(7)
Photo source: Unsplash, Mitchell Holland
15. Consumers were more
willing to see an ad on an
IoT device if the ad offered:
A Coupon
Extra features
Exclusive games (7)
Photo source: Unsplash, Jaelynn Castillo
16. Relationships between brands and
consumers must be mutually
beneficial, not an invasion of privacy. (8)
Photo source: Unsplash, Adrian Sava
17. However, can being too
connected be a bad thing?
Digitally connected devices to
every aspect of our lives means
more possibilities for hackers to
target us. The invasion of privacy
from personal data tracking is a
concern, especially with health data
in the fitness and wearables market.
(9), (10)
Photo source: picjumbo, Viktor Hanacek
18. What does the future hold for IoT and advertising?
Photo source: Unsplash, Aidan Brown
19. Advertisers can interact with consumers in
real time to provide relevant products and
services through their IoT devices. For
example, advertisers can send a coupon for
fresh fruit to a fitness junkie’s Fitbit right after
she finishes her workout.
1) Connecting to the consumer in real time
(12)
Photo source: picjumbo, Viktor Hanacek
20. As homes are becoming more connected
through IoT devices, advertisers can target
consumers directly at home through their
consumption habits and in-home behaviors.
2) New forms of targeting
(13)
Photo source: Unsplash, Breather
21. “With the IoT revolution in full swing, we may finally be able to
truly connect all the pieces and provide a nearly complete picture
of consumers and the mindset they are in, at any given time.” (13)
Photo source: picjumbo, Viktor Hanacek
22. Let’s keep connecting.
IoT fuels a smarter way to stay connected
for both consumers and advertisers.
Photo source: Unsplash, Alvaro Serrano
23. SOURCES
1. Thau, B. (2016). Retailers are spending billions on the ‘Internet of Things,’ but will it pay off? Forbes. Retrieved from
https://www.forbes.com/sites/barbarathau/2016/11/18/retailers-are-spending-billions-on-the-internet-of-things-but-
will-it-pay-off/#7cf42cf94602
2. Morgan, J. (2015). A simple explanation of ‘The Internet of Things.’ Forbes. Retrieved from
https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-
understand/#1bc82cd91d09
3. Meola, A. (2016). What is the Internet of Things (IoT)? Business Insider. Retrieved from
http://www.businessinsider.com/what-is-the-internet-of-things-definition-2016-8
4. Bonchek, M. (2014). Making sense of owned media. Harvard Business Review. Retrieved from
http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=99d2c233-7d49-4187-b55c-
91966b97380f%40sessionmgr4007&vid=1&hid=4106
5. Fulgoni, G. (2014). “Omni-Channel” retail insights and the consumer’s path-to-purchase. Journal of Advertising
Research. Retrieved from https://ereserves.library.queensu.ca/ares/ares.dll?Action=10&Type=10&Value=54136
6. Marshall, J. & Vranica, S. Business news: In Cannes, advertisers try on digital. Wall Street Journal. Retrieved from
http://search.proquest.com/docview/1691392886?pq-origsite=summon
7. Ha, A. (2016). IAB study says majority of IoT owners are okay with ads on their devices. Tech Crunch. Retrieved from
https://techcrunch.com/2016/12/15/iab-iot-study/
8. Matrix, Sidneyeve. (2017). Module 2, Lecture 1: Advertising strategies.
9. Dickson, B. (2015). Why IoT security is so critical. Tech Crunch. Retrieved from
https://techcrunch.com/2015/10/24/why-iot-security-is-so-critical/
10. Kaye, K. (2016). As IoT ads become reality, privacy and security concerns follow. Advertising Age. Retrieved from
http://adage.com/article/privacy-and-regulation/iot-ads-reality-privacy-concerns-follow/307200/
11. Matrix, Sidneyeve. (2017). Module 1, Lecture 1: Media Convergence.
12. Clark, J. (2016). How the IoT could make marketing more personal. IBM. Retrieved from
https://www.ibm.com/blogs/internet-of-things/iot-personalised-marketing/
13. Katayev, V. (2015). The future of ad targeting in an IoT world. Forbes. Retrieved from
https://www.forbes.com/sites/onmarketing/2015/11/23/the-future-of-ad-targeting-in-an-iot-world/#47edbb5e2e7a
Photo source: Unsplash, Marius Masalar
