Mobile Marketing and the Internet of Things

By James Brehm

I couldn’t help but think that some of the IoT vendors located in halls 8.0 and 8.1 might have had some size-envy of the booths the mobile marketers brought to Barcelona. While mobile marketers, such as Millennial Media, Opera Software, and Kantar, wowed attendees in their opulent booths, most small IoT hardware or application companies stayed to themselves.

But somewhere along the way, my mind started piecing a few things together. Mobile marketers traditionally go directly after the handset. But, aren’t all those “things” just other endpoints that could receive advertising? While not all are, some certainly fit the mold.

What would happen if contextually relevant advertising was distributed to digital billboards on the outside of transit busses or on the inside of trains? What if contextually relevant ads made it to the connected car? What if sensor data from traffic sensors made it into Mobile Advertising analytics? What if environmental sensor information were harvested and was able to enhance the quality of mobile advertising analytics platforms? And what if mobile advertising dollars subsidized the deployment of these sensors?

I know I have more questions than answers, but I do think there’s something to all of this. Perhaps it is just as simple as tying Opera MediaWorks and the data services exchange together. Let me know what you think. Am I crazy?