Using IoT technology in advertising
Posted: Thu Jan 23, 2025 4:48 am
Household appliances are becoming smarter: refrigerators order the necessary food, washing machines remind you when you need to buy softener or washing powder (Berg Cloudwash). Perhaps in the future, innovative advertising technologies will be built into the "subcortex" of smart appliances. For example, if you run out of detergent, the machine will recommend you a manufacturer with which the company has a partnership.
What are the options for using IoT (Internet of Things) technology in PR? One of the most striking examples is outdoor PR - billboards that read car models, advertising a new Lexus model. Based on the collected information, the data is sent to the central computer, processed and sent to drivers in the form of messages that are universal for each user. Example: "Hello, Audi Q7 driver, you have a great opportunity to buy a new crossover from Lexus."
The same technology was used facebook database to launch advertising for Johnny Walker whiskey. Using sensors in the bottle label, IoT technology sent PR messages to mobile device users.
Artificial intelligence
Machine learning and neural networks help to show the user only relevant information. This ability allows you to hit the interests of the target audience and reduce the costs of running a PR campaign (save the budget). In the future, the technology will improve and turn into predictive advertising. Something similar is already used by Alibaba to create PR ads that are interesting to a specific user.
Artificial Intelligence and Alibaba
Algorithms study human behavior on the site, after processing this information, a PR script is activated, taking into account a wide range of visitor preferences. For example, a user decided to buy clothes online not only for himself, but also for his children. The neural network will analyze this information, after which it will take action to increase the relevance of advertising.
This technology was used in the advertising campaign for Bahio coffee, which consisted of placing and changing pictures on a screen installed in a crowded place. The memory of the PC interacting with the poster contained more than a thousand different images, fonts and drawings. Kinect cameras connected to the system transmitted visual information to the computer about the reaction of passers-by to the PR. By changing the content on the screen, the neural network created advertising that was most attractive to the viewing user.
Neuromarketing
This is an approach that studies human behavior as a consumer. It is based on the achievements of neurophysiology, cognitive psychology and marketing. This is a promising direction that is emerging in many countries, including ours (Nielsen Russia).
Neuromarketing research is conducted by experts using a focus group, the participants of which are selected according to specific criteria: absence of brain injury (may affect the relevance of the response), certain socio-demographic indicators, and so on.
What are the options for using IoT (Internet of Things) technology in PR? One of the most striking examples is outdoor PR - billboards that read car models, advertising a new Lexus model. Based on the collected information, the data is sent to the central computer, processed and sent to drivers in the form of messages that are universal for each user. Example: "Hello, Audi Q7 driver, you have a great opportunity to buy a new crossover from Lexus."
The same technology was used facebook database to launch advertising for Johnny Walker whiskey. Using sensors in the bottle label, IoT technology sent PR messages to mobile device users.
Artificial intelligence
Machine learning and neural networks help to show the user only relevant information. This ability allows you to hit the interests of the target audience and reduce the costs of running a PR campaign (save the budget). In the future, the technology will improve and turn into predictive advertising. Something similar is already used by Alibaba to create PR ads that are interesting to a specific user.
Artificial Intelligence and Alibaba
Algorithms study human behavior on the site, after processing this information, a PR script is activated, taking into account a wide range of visitor preferences. For example, a user decided to buy clothes online not only for himself, but also for his children. The neural network will analyze this information, after which it will take action to increase the relevance of advertising.
This technology was used in the advertising campaign for Bahio coffee, which consisted of placing and changing pictures on a screen installed in a crowded place. The memory of the PC interacting with the poster contained more than a thousand different images, fonts and drawings. Kinect cameras connected to the system transmitted visual information to the computer about the reaction of passers-by to the PR. By changing the content on the screen, the neural network created advertising that was most attractive to the viewing user.
Neuromarketing
This is an approach that studies human behavior as a consumer. It is based on the achievements of neurophysiology, cognitive psychology and marketing. This is a promising direction that is emerging in many countries, including ours (Nielsen Russia).
Neuromarketing research is conducted by experts using a focus group, the participants of which are selected according to specific criteria: absence of brain injury (may affect the relevance of the response), certain socio-demographic indicators, and so on.