Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Dick Tracy soon won’t be the only one with a fancy watch. Tech companies are developing wearable computing devices for the masses, opening a new channel for marketers to reach customers and collect their data.
The always-on technology will take the form of watches, glasses and clothing. While wearable computing creates advertising opportunities, its more intrusive nature also carries a greater risk of annoying consumers - or worse, breaching their privacy.
“Marketers need to start looking at it now,” says Interactive Advertising Bureau (IAB) CEO, Alice Manners. “For marketers, it’s really about understanding them, looking at them and thinking about what data you can possibly access from this.”
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