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The Internet of Everything. What is Going to Happen to Advertising?


Everyone is talking about “The Internet of Everything” lately. Have you really taken a good look around you? The Internet has seeped into nearly every aspect of our lives. It now powers wearables like the Apple Watch and home automation devices like Nest, a self-programming thermostat that learns your schedule and adjusts accordingly. We are even tracking our daily steps, heart rate and sleeping patterns using Internet-powered devices like FitBit. There are now over a million Apps to choose from — including alarm systems that allow you to check in on the safety of your home from your phone. These devices are becoming more and more of a common thread in our daily lives, having proved their worth by making our lives easier and giving us the tools to learn new things each day.

TVs are now connected more than ever to the Internet and allow voice commands to engage and find your topics of interest. How about the refrigerators that send a message to your PDA that you need to pick up milk on the way home? Is all of this excessive? What does this mean for the future? What does this mean for advertising?

We are constantly having new and innovative ways presented to us for advertising to our target audience more efficiently on the Internet — it is a constantly changing medium and keeping up is almost a full-time job. The good news is that it will continue to keep changing and advancing, making it better and better for advertisers to ensure they are getting the best placement for their dollars. The bad news is that it is going to become more and more difficult to keep up.

Think about all of the ways mentioned above that the Internet is being used in our daily lives. Sooner or later, someone is going to find a way to profit additionally off of these new inventions. Let’s consider a few possible opportunities. That new, smart refrigerator might soon be sending advertising messages with possible photos of the milk you should buy when your refrigerator notifies you that you are low on milk.  

Your car may be able to listen to your conversations and be triggered when it hears you mention you are hungry. A restaurant that has paid for the opportunity to have its message heard by you would then be sent to your car when you are in the vicinity of that restaurant and ask you if you would like directions.

Will all of this become an invasion of our privacy? No matter how you feel on the subject, this all will become reality in the very near future — businesses and brands will have to evaluate what opportunities are the best ones to promote their product. There will be so many options it will be difficult to make decisions without pouring over an excessive amount of data.

The future is right around the corner and advertising options will continue to expand with technology, the trick will be to make sure you have someone who understands your target audience before making a decision on how and where to advertise your brand — it could be the difference between an incredible advertising campaign and a wasted one.