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Who Knows?: The Internet of Things
By: Brian Keller
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The Internet of Things has been taking up space on the Internet and other places lately. We have come to depend on the Internet for things; it is incumbent upon us to understand this concept. This is a concept that’s been around, and all are in agreement about what the “Internet of Things” is.

The Internet of Things  The Internet of Things for a Number of Things 
There is not one definition for “The Internet of Things.” We do know that our tools are talking back. We’re taking their advice and creating things that are special, like heart-monitoring implants, transponders on farm animals, anti-crash sensors in cars, and rescue devices. We are also creating the silly, like the $50 piggy bank (Porkfolio), Nimbus (you can figure it out if you’re an engineer), and Spotter, which couldn’t find an actual person but did get the dog to bark 200 times.
  • Billboards in Japan peer back at passersby, assessing how they fit consumer profiles, and instantly change displayed messages based on those assessments.”
  • The Safeguard Germ Alarm, a smart soap dispenser…developed by Procter & Gamble…has sensors monitoring the doors of each stall. Once you leave the stall, the alarm starts ringing – and can only be stopped by a push of the soap-dispensing button.”
  • “…if you’re monitoring the appliances in my house, you might notice that the TV’s on or the kettle’s been on to make a cup of tea or something, and that’s kind of interesting, but not particularly valuable. But say I’m monitoring my aging parents, and their system’s wired up as well in their house, and at 10:00, I get a text saying, “Hey, your mom and dad didn’t have a cup of tea yet today; maybe you should give them a call.” So, you start to get into this sort of remote monitoring of elderly or sick people…”
We Know
  • 26 billion devices will be on the Internet of Things by 2020.
  • 30 billion devices will be wirelessly connected to the Internet of Things by 2020.
  • The Internet/Cloud of Things and embedded and wearable computing will have widespread and beneficial effects by 2025.
  • Despite the “Internet of Things,” kids will lament, “I have nothing to do. This is so, like, boring.” Kids and nothing to do will never change.
“Already My Dishwasher Asks me for Jet-Dry”
Computing is now everywhere, and ads will have to be able to be ingrained into individual experiences. Basically, we’ll be doing product placement almost nonstop. There will be data available on almost any device. As things start to crank up, creative thinking will really be vertical, horizontal, east, west, north, and south and placed in any direction of the moving target.
We may see ads we’ve requested at our washing machine for products, sales, coupons, best-of categories, and where to buy. They won’t be limited by time.
Automobiles will tell us what the best tires are and where to get them.
Your refrigerator will send you messages about what to eat and where to get it and will give you nutritional information. Some already are. Your kids will still say, “There’s nothing to eat here.” Kids and nothing to eat here will never change.
Your television could maybe become commercial free as people will be targeted where they are using products. You will say, “With all these stations, why is there nothing on?” TV and nothing to eat will never change.

The Internet of Things will probably change social media and the Internet as well. Will we need websites? Will we need Instagram, Vine, Snapchat, Facebook, LinkedIn, blogs, etc. when we can turn in any direction and have any of these “things” talk to us? Will the phone be used for phone calls only or will phones be gone because of smart clothing? We may be able to get free content anywhere just by agreeing to see ads. What will computers look like when everything will be, in fact, computable?

Already there is a fitness system designed to function like a personal trainer. There are smart fitness suits that visualize muscle activity, and sensor-fitted apparel and a wearable device can track exertion across 22 different muscle groups by recording electrical activity produced by muscles. Where will the consumer receive the media?

There is a smart motorcycle helmet with an integrated heads-up display (HUD). The HUD includes a 180-degree rear-view camera system that relays images onto the HUD, enabling riders to see what’s beside or behind them and eliminating blind spots. Where is the best place to reach the consumer?

What are you going to do with it? What are you going to say with it? How are you going to use it? What is it capable of? What will it do for your job, your clients, your industry, your thinking?

The “Internet of Things” is what?

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About the Author
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.

Brian's been working primarily in the digital space for years but enjoys all communications avenues.

He has built the creative departments at two agencies.

He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.

Find him online here and at www.teenyagency.com.
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