Wearables are the Next Big Brand Challenge.

The average person on the street may not realise it, but everything they do is now being analysed, not just your online behaviour. The Dublin Web Summit is in full swing, and something that keeps cropping up is the growth of data directly taken from wearables and the consumer products we use, without a second thought – even your smartphone.

It’s no great surprise to anyone, that our activity is being analysed, your average person online is used to this from their web browsing. Google search ads, retargeting and Facebook ads are all now expected to be contextual to your online activity. You want to book a holiday, so after you’ve done a little research, you check out your Facebook feed to see an ad that has been generated by a price comparison site, or an airline, etc. This is something we now expect, even if we don’t always think about it.

The big change is that now, more than ever we are handing over data that goes beyond our search history. Many people now wear fitness trackers, often get to their ten thousand steps a day, people who don’t wear one will sometimes have an app that counts their steps anyway and log their activity. This information can, and will eventually be used by brands to create more specific and more targeted content with real relevance to the consumer.

To take the example of the fitness trackers, which are hugely popular. This could be a person who regularly reaches their step goal, or perhaps sleeps really poorly each night. It’s not too hard to imagine a brand-oriented platform which can take this data being generated and allow brands to promote on this. For the person who reaches their step count, it could be a healthy snack deal at a local supermarket, or for the insomniac, a local bed shop or blind fitters which could help them sleep a little more soundly.

This might seem a little Orwellian, but it’s not too far off where we are at the moment. Masses of anonymous consumer are supplied each day to brands looking to advertise. Currently, these are restricted to your search or browsing habits. While they are already very contextual, they don’t really understand you as a person, their data is limited to what you’ve chosen to share (which for most people, is quite a bit).

To put it in context, there are currently 17 billion connected devices in the world, and this is set to grow, massively with 52 billion by 2020, largely this growth will be driven by wearables as they become more mainstream. That’s a huge amount of information being pulled together.  Peggy Johnson, of Microsoft, speaking at the Web Summit said that as a company, they now view the person as the hub, with devices such as Band being built around that.

It might seem cynical at first, but to use wearables to help promote content, in a more context driven way would be more beneficial to everyone. Consumers would no longer get annoying ads which don’t really have any major benefit to their lives, and brands would no longer be able to deliver information much more effectively. The resulting content is much more bespoke and makes advertising do what it’s supposed to do; deliver insight to the consumer and to the brand.

However, with so many different kinds of contact points with a consumer, a brand should always remember that, it is at its heart a more intimate communication. Beyond a TV advert, or a Sponsored social post, adverts generated by wearables will be specific to someone’s actions and their lives, it needs a much more intimate approach than before.

This is where the challenge lies as new technologies reach the mainstream, combined with a growing expectation from people that the content they consume will grow to match it.