Dentsu is taking data from Sharp appliances to harvest consumer insights and tailor digital advertising. Connected devices with sensors have the ability to report back on what they sense but don’t have full potential yet. This type of data is still in the very early stages for marketing.
Do connected devices with sensors that report back on what they sense have potential? The data such devices produce may eventually turn out to be a valuable source of insight about products and the consumers who use them. This help marketers that are trying to nurture end-to-end customer experiences.
Dentsu revealed details of a service that uses real data from connected home appliances to inform media advertising planning for real clients. The service is certainly the first of its type in Japan but similar initiatives using live IOT data are underway elsewhere in the world, however some of the companies in question are being very quiet.
This type of data can help provide future planning but by no means will it be representative of the population until the adoption of IOT technology is in every home.
