The Internet of Things: When Digital and Physical Worlds Collide - Renee Jordan

Various industry voices were represented in an evening of lively prognostication David Brown EVP of Meredith Xcelerated Tom Touchet CEO City247 Steve Halloran Founder and Managing Partner of Seismic and Mikhail Damiani CEO of Blue Bite While the room was full of divergent views one thing everyone could agree on was that it39s time to figure out what opportunities the Internet of Things brings to the media business As advertising and marketing leaders we don39t want to find ourselves flatfooted or left out of the evolution of the consumer experienceAs the host of the evening I made the introductory argument that the Internet of Things is simply a place where digital and physical worlds collide And the futurists are seeing big dollars in this collision Recently IT research agency IDC pegged the Internet of Things market to hit 71 trillion by 2020 Cisco has had a jump start on brand ownership of this virtualmeetsphysical world with commercials showing how their systems are connecting quot the Internet of Everythingquot their term to reshape our daytoday experiences Cisco39s commercials show how the Internet of Everything is connecting ambulance rides with realtime doctor availability at nearby hospitals and bringing the oncestatic visit to the hardware store to life with dynamic supplychain dataAnother example of digital and physical colliding is the emergence of companies like Blue Bite a key player in the mobilemarketing world Blue Bite uses proprietary technology to connect smartphone users with physical touchpoints such as digital ads running on outofhome platforms Since founding in 2007 Blue Bite has activated mobileoutofhome campaigns for clients like Samsung Toyota and GapSome of the most exciting life altering rollouts of the Internet of Things are taking place in our homes and cars On the home front the Google Nest app promises to bring the house alive by connecting smartphones with thermostats and smoke alarms Google39s acquisition of Nest for the mega sum of 32 billion is evidence that the connected home is imminent Apple is also making serious investments in apps that enliven the domestic space Last month the Financial Times reported that Apple is readying new software to turn iPhones into remote controls for lights security systems and other household appliances as part of a move intoamp8230 that39s right the Internet of Things A key takeaway from the 2014 Consumer Electronics Show was that apps making cars homes and wearables quotsmartquot is our futurequotThere39s a reason we39re seeing Google and Apple take an interest in carsquot Clear Channel39s Josh Kruter noted at the Innovation Loft quotDrivers are not supposed to be checking mobile phones while driving Google and Apple know this to be a business opportunity and are integrating mobile into car dashboards to eliminate handheld distraction and safety risks yet still providing consumers a seamless connected experiencequotGoogle Now delivers realtime highly personalized information about traffic patterns sports scores and weather Just imagine what this looks like on a car dashboard Apps like Dash promise to turn any car into a quotsmart carquot by allowing consumers to connect cars to phones Enhanced performance cost savings and my favorite catchphrase quotsocial drivingquot are just a few of the promises made by Dash Apple for its part has developed CarPlay billed as quotthe best iPhone experience on wheelsquotSteering the conversation to the issue of privacy David Brown EVP of Meredith Xcelerated Marketing said some of the world39s largest brands are looking for ways to connect media actions to people and deliver personalized advertising quotWhat is the cost of personalizationquot Brown asked quotAnd what is the appetite for itquot Big brands have already ventured far into the world of personalization with vending machines that include facial recognition technology Why So these machines can recommend personalized products think recipes catered specifically to busy mothers having analyzed their faces Brown said quotClients have to share their data in exchange for personalized servicesquotThinking equally big Tom Touchet CEO of City247 has been working on the Internet of Things for seven years in collaboration with Cisco IBSG and New York City Through the use of 250 Smart Screens in each of the five boroughs that incorporate touch voice and audio technology hyperlocal information can be delivered to urban dwellers in realtime making cities like New York truly smart and improving quality of life According to Touchet the City247 network will grow much larger than its initial 250 locations and expand through other agencies in an effort to provide valuable insights to governments people and businessesNo matter how you slice it the Innovation Loft discussion demonstrated that the Internet of Things is no longer a pipedream For better or worse and the consensus lies on the side of betterment the connected world has arrived for big brands and private citizens alike For those of us in outofhome media the Internet of Things means our industry will be an integral part of the space where the physical and digital worlds collideRead Jack Myers39 Internet of Things commentaryRenee Jordan is Executive Vice President and Chief Strategy Officer of Clear Channel Outdoor North America where she is bringing her extensive experience transforming media businesses and organizations to bear on outofhome Renee can be reached at reneejordanclearchannelcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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