IoT Advertising: What It Is And 5 Ways To Revolutionize Advertising
Internet Of Things
Year after year, advertising evolves at the pace of technology, and we marketers have to keep up to date. The most pioneering brands are already incorporating IoT advertising into their strategies: advertising based on the Internet of Things. Do you want to know what this concept consists of and how it will revolutionize our sector? Well, don’t miss this article!
What Is IoT Advertising?
According to Wikipedia, the Internet of Things (commonly abbreviated as “IoT”) is a concept that refers to the digital interconnection of objects with the Internet. Today there are already many physical objects that have this ability, such as voice assistants, smart thermostats, and other devices for the home and, of course, our smartphones.
All these devices can communicate with each other, which gives rise to a host of practical applications. But the most exciting aspect of advertising is its ability to obtain data on user consumption habits.
As well as serving to learn more about the people using them, IoT devices are also a touchpoint through which marketers can reach the right person, with the right message, at the right time. This helps us offer personalized advertising down to the smallest detail and improve the customer experience.
One of the most famous examples of using the Internet of things in advertising has been Johnnie Walker’s Blue Label connected bottle. This bottle uses tiny electronic sensors that can tell whether or not the bottle has been opened and where it is in the supply chain.
Furthermore, these sensors can display information to customers who scan the bottle with their smartphones and change it depending on the situation. For example, it is possible to show promotional offers while the bottle is in the store and cocktail recipes when it is already at home and opened.
5 Applications Of IoT Advertising That Will Revolutionize Our Sector
1. Contextual Segmentation
Thanks to the growing number of users who have IoT devices that can collect and interpret their consumption habits, it is now possible to advertise contextually. It allows you to reach them directly and increase conversion rates.
Contextual advertising is already being applied through solutions such as Google search ads. When users do a local search on their phone, they are shown the most relevant ads based on their location.
Another example is Glassview, which has started using IoT to connect to cameras to detect the usage status of users’ devices and send them personalized ads based on this parameter. And this has only just begun: the more information we have about users through their internet-connected devices, the more successful we will be with the perfect advertising for their needs.
2. Advertising Inside Stores
The Internet of Things can also display real-time in-store advertising to consumers to increase sales and revenue. This app is based on a technology called beacons. Beacons are a kind of miniature transmitters that can broadcast signals to nearby devices using Bluetooth low intensity. Thus, for example, they could identify the product that a user is taking to the checkout to buy and show them promotions of related products. All this contributes to improving the average amount of the purchase receipt and the income for the store.
3. Location-Based Advertising
Devices with the Internet of things have GPS that helps them track the location of people or things. This location information can help advertisers deliver more relevant ads, similar to the Google search ads we discussed earlier.
One possible application of this technology is to show ads to people close to a business. Instead of placing beacons inside the store, advertisers can point them outside to send personalized messages to people walking near the store on their devices. For example, in the case of a restaurant, we can send messages with the special dish of the day.
4. Advertising Based On Intent (Intent Marketing)
Intent marketing is based on segment consumers’ motives or intentions around a particular brand. This form of marketing helps businesses optimize their strategies for better results. Internet of Things devices plays a vital role in this tactic, as they collect data that allows us to know consumers’ intentions. The brand can then use this data to accompany the user on the conversion journey and deliver personalized content.
A handy application of intent marketing is discerning what type of product is most likely to interest a potential customer. For example, if a person enters an electronics store intending to buy speakers, we will only show ads related to these products or complementary products.
5. Interactive Advertising
With the Internet of things, communication between brand and user does not have to be one-way. With the right campaign, consumers themselves take the initiative to view promotional content to learn more about a product, for example, through QR codes.
A fascinating example of this is Chili’s restaurant chain campaign during the 2018 World Cup. Users could scan a QR code on the tables to participate in an augmented reality soccer game and compete with other diners.
Also Read: What Is The Internet Of Things?