The integration of outdoor advertisements with the Internet of Things (IoT) stands as a groundbreaking innovation. This synergy between traditional outdoor advertising mediums and IoT technology is reshaping how brands engage with their audience. But before we start, are you familiar with this IoT, or Internet of Things advertising in outdoor spaces? Might sound like AoT but these two are completely different.

Internet Of Things Advertising: OOH?

So, what does IoT stand for? IoT is the Internet of Things. It refers to a network of interconnected devices embedded with sensors, software, and other technologies. This, enables them to collect and exchange data. These devices can range from everyday objects like smart thermostats and wearable fitness trackers to industrial machinery and vehicles. IoT devices gather valuable information from their environment, communicate it over the internet, and can be remotely monitored and controlled.

But now, we are only going to focus on how Internet of Things advertising works in the OOH field.

Examples Of IoT

“Hey, Alexa. Play ‘The Lazy Song’ by Bruno Mars,” says you, from your the comfort of your house sofa.

You are able to do that because of the existence of IoT.

One exemplary application of IoT is smart city infrastructure. Imagine lampposts equipped with sensors that detect changes in weather conditions, traffic flow, or air quality. These sensors can transmit real-time data to a centralised system. Which then, allows city authorities to optimise traffic management, improve public safety, and enhance overall urban living.

IoT encompasses diverse devices, from simple ones like smartphone-controlled lightbulbs to complex systems like driverless trucks. Objects like toys or office thermostats can be IoT devices. Some, like jet engines, contain numerous sensors for optimal performance. Smart cities use IoT extensively, deploying sensors to monitor and manage environments at a large scale. For example, switching on the light switches in your house with your smartphones.

Benefits Of IoT (Outdoor Ed.)

Integrating Internet of Things advertising in outdoor realm presents numerous advantages for brands looking to enhance their marketing strategies:

1. Targeted Advertising

By leveraging IoT data, advertisers can deliver hyper-targeted ads based on factors such as location, weather, time of day, and even the demographic profile of passersby. For example, a digital billboard equipped with IoT sensors can display sunscreen ads on a hot summer day or promote umbrellas during rainy weather.

2. Interactive Experiences

IoT-enabled outdoor ads can offer interactive experiences that captivate audiences and encourage engagement. For instance, a bus stop ad might feature a touchscreen display connected to the internet. It then allows commuters to interact with the brand, play games, or access additional content.

3. Real-Time Analytics

IoT technology provides advertisers with real-time analytics and performance metrics, enabling them to measure the effectiveness of their outdoor campaigns with unprecedented accuracy. Advertisers can track metrics such as the number of impressions, audience demographics, dwell time, and conversion rates, allowing for data-driven optimisation and campaign refinement.

4. Enhanced Customer Engagement

By integrating IoT technology into outdoor ads, brands can create immersive and personalized experiences that resonate with consumers on a deeper level. For example, a digital billboard equipped with facial recognition technology can display tailored ads based on the viewer’s age, gender, and facial expressions, thereby increasing engagement and brand recall.

5. Seamless Omnichannel Integration

IoT-enabled outdoor ads can seamlessly integrate with other digital channels, such as mobile devices and social media platforms, creating a cohesive omnichannel marketing experience. For instance, a QR code displayed on a billboard can allow viewers to instantly connect with the brand’s online presence, enabling further interaction and conversion.

The same technology was applied to the foodpanda Malaysia Smart Rider Bag. Isn’t it impressive? By harnessing the power of IoT technology, advertisers can deliver highly targeted, interactive, and measurable campaigns that drive engagement, enhance brand visibility, and ultimately, deliver superior ROI. As IoT continues to advance, the possibilities for innovation in outdoor advertising are limitless, promising an exciting future for marketers and consumers alike.

Image Credits: Datamation, Ably Realtime