In the past few weeks, there has been a wealth of new data presented from various industries on connected living. That data takes the form of the number of times you look at your phone each day, how many people are using more than one screen, or the percent of people watching mobile video. These stories of our new way of life all end the same way; today’s consumers are looking past the rectangles of their individual devices, and toward the ways in which those devices connect them to their day-to-day.
Connected living, it’s a concept tech and advertising companies are now taking very seriously. If you look closely, a battle is already brewing for advertising ecosystems. Google, Samsung, Amazon, Comcast and Apple are all trying to position themselves to the connected consumer.
A few months ago Google revealed it’s purchase of Nest, and with the release of smart thermostats, Google got serious about the future of advertising for connected living. Advertising on Google Nest or any other connected device is all about understanding the consumer’s path. While you won’t likely see an interactive video advertisement on your Nest thermostat, you will probably find a prompt on how to save money on insulation and improve heating efficiency in cold-weather climates. This type of highly personalized advertising will be the result of pulling data from multiple sources and devices. In order for your Nest thermostat to serve an ad showcasing how to save money, it may need to pull weather conditions from a mobile device, understand user interaction on social, and obtain information on the frequency with which you use a refrigerator, microware, toaster, and the like.
Highly personalized advertising is what consumers want and what brands want to deliver, with more and more Nexus devices coming to market this new reality is almost here. But this kind of advertising will likely be a non-linear experience, all elements of a consumer’s journey will need to be considered and then delivered to a transactional device, like a desktop, tablet, smartphone or connected TV, where a consumer can engage with an ad and move down the purchase funnel. It will take the combination of several ecosystems to develop a deep understanding of the consumer’s journey, and advertisers will need a way to create cohesive advertising campaigns across channels, devices and ecosystems all in one place.
The evolution of the advertising world for connected lives will continue to fragment the industry and leave brands and agencies with even more challenges when trying to reach consumers across ecosystems. That’s why, at Aarki, we are building innovative technologies to simplify multi-device, multi-platform advertising with our creative advertising suite Aarki Studio. We believe giving advertisers one place to create an ad will give brands the nimbleness they desire in the highly fragmented advertising world we live in today and the ecosystems of tomorrow. To learn more about Aarki Studio please contact us.