WHAT IS IOT?

The Internet of Things (IoT) is the interconnection via the Internet of computing devices embedded in everyday objects, enabling them to send and receive data.

WHY SHOULD MARKETERS CARE?

The Internet of Things enables manufacturers to see how, when, and where customers are interacting with their products. For marketers, this presents a huge opportunity because they now have an always-on focus group, a pathway directly to their customers.

HOW CAN IT HELP YOUR BUSINESS?

Customer data is the lifeblood of every company in the digital age. Data generated from the Internet of Things can exponentially deepen marketers' understanding of their customers and products.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

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WHAT IS IOT?

The Internet of Things (IoT) is the interconnection via the Internet of computing devices embedded in everyday objects, enabling them to send and receive data.

WHY SHOULD MARKETERS CARE?

The Internet of Things enables manufacturers to see how, when, and where customers are interacting with their products. For marketers, this presents a huge opportunity because they now have an always-on focus group, a pathway directly to their customers.

HOW CAN IT HELP YOUR BUSINESS?

Customer data is the lifeblood of every company in the digital age. Data generated from the Internet of Things can exponentially deepen marketers' understanding of their customers and products.

“Looking IoT in the eye and understanding that it is all about capturing and actioning data explains that IoT is not a standalone technology. It can not live in a vacuum. IoT needs AI to make
sense of the data and take action. It will require deep collaboration with blockchain and other decentralization tools to enable seamless collaboration between connected assets.”

Hod Fleishman

Partner and Global Head of IoT

BCG Digital Ventures

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the internet of things? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Tech Adoption Lags Across the Healthcare Spectrum

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Brands are missing the boat when it comes to spurring the market for wearable medical devices.

Alexa Play My Song

ANA. March 2020

Amazon promoted its Echo smart speaker in India with a campaign that showcased the device’s ability to play music in response to a simple voice command.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

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Download Now!

The Internet of Things (IoT) not only allows for potentially world-changing inventions like the smart home and self-driving car, it also gives brands access to deeper, more meaningful customer data than ever before.

 

ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide to help brands navigate The Internet of Things and develop more connected experiences for customers, while leveraging the ocean of data generated by the IoT to drive business growth.

Hod Fleishman

Partner and Global Head of IoT

BCG Digital Ventures

“Looking IoT in the eye and understanding that it is all about capturing and actioning data explains that IoT is not a standalone technology. It can not live in a vacuum. IoT needs AI to make sense of the data and take action. It will require deep collaboration with blockchain and other decentralization tools to enable seamless collaboration between connected assets.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the internet of things? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Tech Adoption Lags Across the Healthcare Spectrum

ANA. April 2019

Brands are missing the boat when it comes to spurring the market for wearable medical devices.

Alexa Play My Song

ANA. March 2020

Amazon promoted its Echo smart speaker in India with a campaign that showcased the device’s ability to play music in response to a simple voice command.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

Peloton brings its product into consumers’ homes through live and on-demand content.

Download Now!

The Internet of Things (IoT) not only allows for potentially world-changing inventions like the smart home and self-driving car, it also gives brands access to deeper, more meaningful customer data than ever before.

 

ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide to help brands navigate The Internet of Things and develop more connected experiences for customers, while leveraging the ocean of data generated by the IoT to drive business growth.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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