The Internet of Things / by Isabelle Ringnes

The Internet of things

As wearables and the recent rumors surrounding Apple's (hopefully) upcoming iWatch I started thinking more about the Internet of things and how Internet-connected devices will change online advertising in the near future.

Presently the online advertising and marketing industry have not paid much attention until recently, perhaps not fully understanding that it may mean a future without "traditional" online advertising. The first signs can be found in native ads, curated content, and the introduction of voice-assisted apps Google Now and Microsoft Cortana.

If you have not tried Google Now, I highly recommend it. I can't quite explain how satisfying it was to receive a reminder and direction to the restaurant I had made a reservation for on Friday night without even lifting a finger. 

Consumer-packaged goods companies have begun testing semiconductor chips and radio frequency identification technology (RFID), to monitor the movement of finished products to distribution facilities and on to retail store floors at Walmart and Target.

Car manufacturers have used this technology to replenish parts in their supply chain for a while. The electronics industry has been in the forefront of realizing that the Internet of things will someday materialize, and that consumers will be reachable in ways the industry currently have not imagined.

The developments will enable companies to personally connect with consumers on an entirely new level. If one is able to develop security and privacy standards that consumers are comfortable with it, talking electronic appliances like refrigerators, televisions, heaters, cars, even electronic chips operated into our bodies will be able to predict our next need before we are consciously aware.

The move for marketers will happen in waves as market segments begin to understand the transition and the use of data to push information and content to consumers. Automotive manufacturers are among the first to build a business model, connected cars, aligned with this shift. Agencies can now take that technology and push information to the consumer, telling them to take a specific route to save money and gas. They can then navigate them to a specific gas station based on that stations daily offerings.