Excited by the Pebble? How about Google Glass or the iWatch?

 

Well, we are. And not only for how much use/fun they’ll be, but because of the opportunities they (and their offspring) present to those of us seeking ever more precise demographic data with which to plot our media plans.

 

Pay per engagement.

 

Google ads (or any flavour of digital advertising) are good because they are so precise. We know exactly how many times an ad was clicked on and mostly what the user did afterwards too. More traditional forms of advertising, from print to out of the home formats, were always more difficult to provide accurate stats for. Wearable tech will be better able to ascertain whether you actually engage with the advert. Think smart glasses seeing what you see (and for how long you see it).

 

In theory this allows for the introduction of google ad style payment structure (perhaps alongside standard fees to compensate for those of us still walking around with vanilla technology in our pockets), where the customer pays when they know their advert has been engaged with, rather than merely possibly seen.

 

Digital analytics for non-digital ads.

 

Although this is possible (in theory) with smart phones, we expect advertisers to take more and more use of the always on nature of smart watches. Standing next to a bus stop? You’ll be providing rationale (potentially your demographics too) for the next media plan.

 

New types of data.

 

A highly accurate survey of your heart rate will benefit your health and training regime – and it will benefit the advertiser who has access to it who will know whether you are a likely candidate for companies that sell antihypertensives or running shoes.

 

Objective data (and what we can do with it).

 

Eye tracking software, heart rate monitoring and FMRI, especially in conjunction, allow for emotional response to be measured very accurately. You may tell a focus group you like BMWs but we know the sight of a Fiat 500 is what really gets you excited.

 

Removing subjectivity from the process is something anyone with a passing interest in honest data will be genuinely excited about.

 

By Oliver Brown