Jay Revels, the Asia Pacific managing director of Marin Software, says the accuracy of audience targeting can be “significantly improved by IoT, giving advertises access to greater data as audiences interact with devices.”
“This could create a mountain of data, so companies that can process, provide solutions and quickly help suppliers take action, will be in high demand.”
And, according to Fergus Watts, CEO of the Bastion Group, advancement in technology has provided a “massive opportunity for clever partnerships that drive a commercial outcome for brands,” however he says the technology should aid brand experiences, not interrupt them.
Watts also says that the opportunity for brands is to make clever decisions that drive revenue or positive brand association.
“Partnerships, product diversification, creating and owning assets, leveraging relationships and data, working in collaboration with local governments, co-branding and cross promotion all demonstrate opportunities for brands in this space.
"Consider AirBNB’s recent partnership with Google venture, Nest, as a free giveaway to their hosts (https://dcinno.streetwise.co/2014/09/05/airbnb-google-nest-internet-of-things-thermostats/). This perfectly aligns two tech companies, both putting their consumers’ needs first.”