What’s the nature of advertising in a wearables world? That’s easy and pretty damn obvious. “The future of wearable advertising will mean that data is acutely targeted, optimising the push and pull of information to create perfectly timed, enticingly relevant messaging,” says PwC in its Wearable Future report. Yes. We’re talking yet more of those smart algorithms trained to know with almighty precision what it is we are doing and what we want.
“Through wearable technology, brands could present relevant content to a shopper while they are considering a product – say, in a grocery store, recognising items a consumer has placed in the grocery cart and serving up relevant recipes through augmented reality,” says PwC. “Brands could even tap body cues to tailor messaging. Sensor revealing that you’re thirsty? Here’s a coupon for smart water.”
You thought Minority Report made the world look bad, well this is a retail dystopia.
Hold on, it seems this is all about curated experiences from brands, as opposed to traditional ads. But don’t get your hopes up too soon because all we’re talking about here is native advertising – aka sponsorship – and content integration becoming major themes for marketers.
But no need to worry about Big Brother. Because “as companies get better at protecting (and respecting) consumers’ privacy on the mobile side, so too will they on the wearables side. … Done right, wearable advertising can promise more personal and relevant messaging to consumers.”
We know that mantra…