You hear a lot of people talking about how great life will be when cars drive themselves and the Internet of Things is fully deployed. But while many of us dismiss this chatter as background noise, one industry is paying close attention and champing at the bit to get started.
Yes, of course, it's the advertising industry. After all, when cars drive themselves, you'll have more time to look at the ads that will be popping up on strategically located screens. Your refrigerator will automatically order almond milk, egg whites, and fat-free butter while it tries to get you to try a new kind of genetically engineered hot dog.
Right at the moment, the advertising trades are obsessing over self-driving taxis and dreaming of the contextual ad possibilities they present.
Taxis already have ads, you say? Yes, they do but for the most part, the ads are simply being played back from a storage device in the cab -- they're not determined by who you are, where you live, where you are going, and all those other factors that go into the ads you see on the internet everyday, courtesy of Google and other contextual ad mavens.
“What will be different when true automated taxi fleets hit the streets is that they will be backed with a much more sophisticated ad network that integrates with identity, wallet and itinerary to name a few,” David Hewitt, global mobility lead at SapientNitro, told the IoT Daily.
Talk to your wearables
“Through voice, we won't have to worry about tapping screens and we will be able to continue the conversation after stepping out of the vehicle.”
When he says "continue the conversation," Hewitt is talking about another buzzword currently making the rounds -- "wearables."
"Wearables" refers to things like the iWatch, Google Glass, and, for all we know, prewashed denims. They'll soon be part of the IoT, muttering to us constantly about whether we'd like to order a latte from the Starbucks two blocks away, whether we should stop into Target and get an umbrella because it is about to rain, and whether we should renew our Xanax prescription.
The dream goal of marketers is to know everything about you, including what you are doing this very minute and what you are about to do in the next few minutes, since each moment of our lives represents a buying opportunity.
Or as Hewitt put it in his interview with the Daily:
“Not too far into the future the ads will be contextually presented and may also be served up as bite-sized services instead of just targeted display advertising.”
If everything works out as planned, it will be just like having a little person on your shoulder, constantly nagging you to do all the things your favorite brands want you to do.
Where's that Xanax?