Would you wear a t-shirt that advertises a webpage?
Attend any tech conference and you’d be hard pressed not to spot one. In fact, most of us advertise company brands every day by much more than just the clothes we wear.
Now, would you wear a t-shirt that advertises YOUR webpage?
Why not? You are your own brand. Perhaps a t-shirt isn’t your preferred communication channel? How about a mobile app?
There you have it: within 30 seconds, you can be advertising your personal brand as a webpage via an Android application. And, more importantly, there’s a non-negligible chance that someone Nearby will take notice!
For those interested in the technology (or the nerdy featured image), it’s all standard: Android can advertise URLs in Eddystone packets over Bluetooth Low Energy. And our open source json-silo accepts the profile of any Person, Product or Place as schema.org and JSON-LD, and returns an Eddystone-friendly URL. When queried, the json-silo returns the profile name as the title, and the profile description in the meta, both of which are used by The Physical Web to present contextual notifications on mobile.
this will be the year that a major social network empowers their users to “advertise” themselves in exchange for personalised everyday experiences
It’s technically possible. And the moment businesses start listening and responding to such ads, the incentives for both parties become undeniable. We’ve been preparing for that moment for a long time.
We are advertising! The devices we carry and wear are already anonymously advertising our presence, and personalisation is inevitable. Here’s the question: Are you listening?
And we can already push the concept quite far in everyday life. We proved, with our partners, measurable ROI in retail with a live deployment that even triggers contextually-relevant videos on displays to shoppers:
Now extend that capability across a city. In anticipation of programmatic advertising, out-of-home (OOH) media companies are scrambling to adopt technologies that can measure real-world audiences in real-time. Such technologies will enable citywide marketplaces for the data you choose to share, as we presented at a recent Ericsson Smart Cities event:
All the emerging marketplace is missing is a critical mass of individuals with the incentive to “advertise” their digital selves. And a major social network is the ideal candidate to bring exactly that to the table.
15 years ago, would you have predicted that we would today choose to carry and wear personal identification devices?
Are we right to predict that a major social network will empower such users to share what they want when they want in exchange for personalised everyday experiences? Let’s see what 2017 has in store, pun intended!