Ambient interactivity in public places (VR, AR,
wearable technologies) is expected to significantly grow over the next five
years, creating a new landscape for marketers.
Some of the more common forms of
ambient interactivity include interactive windows and interactive tables, which
are being leveraged to deliver informational, marketing, and entertainment
applications.
In fact, wearable technology—from Google Glass to Apple's
iWatch to the Fitbit—is poised to become a billion-dollar industry worldwide.
Analyst firm Juniper Research predicted that wearable spending would hit $1.4
billion in 2013 and will reach a staggering $19.0 billion by 2018.
And where
consumers go, marketers follow. The marketing promise of wearables is
tantalizingly apparent. For example, it's no stretch to imagine consumers in a shopping mall targeted with
personalized, relevant advertising via their wearable device. And that may
happen sooner rather than later. Qualcomm Retail Solutions' platform Gimbal
already enables retailers to scan customers' smartphones to deliver timely
personalized content. And just last week mobile powerhouse Hipcricket announced
that its AD LIFE platform will now support website rendering and text messaging
technology across wearable technology, such as Google Glass.
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