The Internet of Things (IoT) has the potential to change everything - from how we get our news to how we get around.
It's also changing the way that advertisers engage with consumers.
As IOT devices become more prevalent, they will create a new layer for marketers and advertisers-called AdTech-that will help make advertising more relevant to people in their everyday lives.
What is IoT (Internet of Things)?
IoT is a network of internet-connected objects that can collect and exchange data.
The Internet of Things (IoT) runs on the backbone of sensors, microcontrollers, wireless technologies and cloud computing - or big data infrastructure.
These things don't just share information with one another; they also analyze it to glean insights and create opportunities.
Some devices in the Iot will be connected to the Internet, while others won't connect at all - they'll simply gather data for nearby internet-connected objects or systems.
For example, a smart thermostat might collect information about your home's temperature throughout the day and adjust accordingly; it sends this information to nearby objects so they can adjust, too.
An internet-connected door lock might collect data about when you enter and leave your home - notifying the thermostat that someone's at home or away from home.
Some simple examples of IoT devices are:
- Smart home devices like the Nest thermostat and light switches
- Wearable technology such as Fitbit and Apple Watch
- Internet connected vehicles like Tesla cars with autopilot
- Smart security like security systems and door locks
- Smart medical sensors
- Smart kitchen devices like smart refrigerators
- Even robot's to weed your garden
You probably already have a smart IoT device in your home like Google Home or Alexa.
The number of IoT devices is increasing at a rapid rate. According to one study, the number of connected gadgets will rise to 75 billion in 2025.
What is AdTech?
AdTech refers to a specific form of marketing technology designed for advertising campaigns. This technology allows advertisers to target their advertising better.
Related: Google Adsense Alternatives.
Analytics helps them measure the impact of their advertisements by collecting data about whether or not an ad campaign lead directly to sales - and how much revenue those sales generated for a company.
You already know how serious we are about ad tech and why it's the best way to monetize your blog.
How is AdTech Changing because of IoT?
IoT will make ads more personalized, targeted, and interactive-a huge opportunity for marketers.
That's because, with IOT devices generating big data, advertisers will be able to get a better understanding of who is viewing their ads and how they are responding to them - by collecting information about things like age group, location, gender or even mood.
For example: Imagine you're browsing through an online retailer 's website and see a banner ad for dress shoes.
You click on the ad, but don't buy anything-you just keep browsing other products instead.
However, an IOT device in your home noticed that you clicked on the shoe ad - even though it didn't lead to a sale. The next day, while running errands, you pass by a shoe store and see an ad on their window for the same brand of dress shoes that appeared in your banner ad.
You stop into the store to check out those shoes - because you've remembered them from when they were advertised online.
AdTech is also making ads interactive with things like 360-degree video (advertising that surrounds you, allowing you to view it from multiple angles), augmented reality (advertising superimposed on your environment using tech like Apple 's ARKit) and voice-activated ads.
What about the Security Risks of IoT?
While the IOT presents many opportunities for marketers in AdTech, there are also some risks.
For example: If hackers break into your internet-connected door lock and can use it to remotely control other objects - like your lights or even car locks . This makes them vulnerable to hacking by criminals who could then steal their information or belongings.
Another huge security risk is a massive DDoS attack on IoT devices . It's possible for hackers to hijack thousands of IOT devices and use them as a group, called botnets , to overwhelm an organization or company with traffic - effectively shutting down their website.
So it's clear, this new access to advertising is thriving with opportunity but also threats. That's why you want to ensure those taking advantage of this technology are doing thorough IoT application testing.
Each device or platform that harnesses IoT should test these basics including:
- Useability testing
- Compatibility testing
- Scalability and reliability testing
- Testing data integrity
- Safety testing
- Performance testing
According to IAB, 65% of consumers who have an IoT device are willing to receive ads.
How can Marketers Get Started?
Whether or not AdTech is right for marketers depends on the type of campaign they're running, the size of their business and how much money they want to invest in it.
For marketers who are thinking about testing out AdTech but aren't sure if it's right for them, there are ways to get started with customer targeting on facebook.
At this time, even though Google owns fitbit, you cannot customize ads targeting users of these devices. At this time.
It's a matter of time before the advertising industry catches up to the big data of IoT devices.
In Conclusion,
IoT will make ads more personalized and targeted - opening up a whole new world of possibilities for marketers. AdTech is already making ads interactive with things like voice-activation, AR and 360 videos - but it will continue to grow as the number of connected devices increase.
IoT is also making ads measurable by collecting data about how consumers respond to them. This means marketers can better understand which advertisements lead directly to sales (and how much revenue those sales generated for a company).
We can't wait till this is available to the every day marketer like you and me.