Wearables, the support to be conquered by the mobile advertising industry

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Wearables, the support to be conquered by the mobile advertising industry

At the last Mobile World Congress (MWC), which was held last February in Barcelona, ​​one of the main innovations that companies in the new technologies sector showed to visitors were wearables, devices that have not yet been They have been given a name in Spanish (wearing technology is the usual resource used by chronicles) and they are called (according to technology manufacturers) to become the next great boom in the market.

The big tech companies are in the Jordan Mobile Database segment, from Google with its Google Glass to all the smart bracelets that the different brands presented at the MWC. Even Apple could enter the market with what until now is only a constant – and complete – rumor, its iWatch smartwatch.

The avalanche of terminals is awakening the interest of consumers, who are beginning to launch into their acquisition. In 2014, according to IDC forecasts, 19 million wearables will be sold, which is triple the 2013 figures.

 

At the last Mobile World Congress (MWC), which was held last February in Barcelona, ​​one of the main innovations that companies in the new technologies sector showed to visitors were wearables, devices that have not yet been They have been given a name in Spanish (wearing technology is the usual resource used by chronicles) and they are called (according to technology manufacturers) to become the next great boom in the market.

The big tech companies are in the segment, from Google with its Google Glass to all the smart bracelets that the different brands presented at the MWC. Even Apple could enter the market with what until now is only a constant – and complete – rumor, its iWatch smartwatch.

The avalanche of terminals is awakening the interest of consumers, who are beginning to launch into their acquisition. In 2014, according to IDC forecasts, 19 million wearables will be sold, which is triple the 2013 figures.

Only wearables related to the world of health and sports, the fitness category and that would group only the devices that measure your steps or help you know how many calories you are burning, will be a market that will move 5,000 million dollars in 2016, according to Gartner estimates, which allows us to visualize, with a little imagination, the potential that this entire segment will have for technology manufacturers. In 2017, also according to Gartner, consumers will be generating data via 100 mobile applications and services per day, especially thanks to wearables that will support 50% of the apps with which the user will interact per day.

And that is why wearables are not only a great opportunity for manufacturers of new technologies, but also for those who provide content to devices. Application developers have great future support in these terminals: the Angry Birds of tomorrow could be designed directly for a smart bracelet. But, in addition, wearables and the content designed for them is a clear opportunity for brands, both to position themselves in front of consumers and to learn from them.

“This connection with consumer services means that users will be constantly generating data through their mobile applications,” explained Brian Blau, research director at Gartner, in one of the consultancy’s latest studies on the subject. “As users continue to embrace and interact with applications, it is their data – what they say, what they do, where they go – that is transforming the paradigm of application interaction.”

But in addition to generating that information, apps are an “opportunity for brands” to reach consumers directly and without intermediaries and to increase user engagement with it, strengthen engagement. Companies are already using apps to improve their consumer engagement ratios, but wearables will allow them to reach areas and activities that they had not yet managed to enter and become more “meaningful”.

The next frontier Jordan Mobile Database

Or, as simply answered the CMO of Interbrand, Graham Hales, in a recent interview on Bloomberg , the wearables themselves are a support for future advertising . The ads will, of course, not be like the ones you see on television or the internet today. You will not be able to bet on long video ads or on content that requires an effort of attention, but on shorter, more specific advertising with a “more human” communication. Consumers will move with their wearables and advertising will have to find a way to become another part of that movement. In other words, advertisements or advertising content will have to adapt and fit into everyday life.

The possibilities are varied. Wearables could be the Brother Cell Phone List medium that receives targeted offers when shopping (such as coupons for the specific aisle the consumer is in when they are in the supermarket) or that is based on everyday behaviors (a wearable can know that your consumer is a runner and adapt the advertising offer to it).

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