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Campaign Middle East - - WORLD -

mo­bile hotspot op­tions, en­abling con­tent con­sump­tion via in­ter­net pro­to­col while in the ve­hi­cle. For any­one with kids who carry iPads into the car and ex­pect con­tent to con­tinue stream­ing once the house­hold wi-fi sig­nal fades, the pres­ence of a mo­bile hotspot that has de­cent speed and con­nec­tion qual­ity is wel­come news.

If car-based wi-fi can be made high-band­width and high-qual­ity, it would pro­vide strong op­por­tu­ni­ties for me­dia and en­ter­tain­ment com­pa­nies to stream pro­gram­ming into ve­hi­cles.

Driver­less cars cre­ate an en­tirely new cap­tive au­di­ence for ad­ver­tis­ers: peo­ple who would oth­er­wise be driv­ing could be en­gaged with con­tent. As­sum­ing wi-fi-en­abled cars would be tar­getable in the same way other devices are (ie. via the same unique iden­ti­fiers used to­day in au­di­ence-based buy­ing of ad­dress­able me­dia), they would of­fer high-qual­ity, tar­geted-au­di­ence op­por­tu­ni­ties. And there will be an added con­tex­tual di­men­sion, such as par­ent and kids on their way to school and daily work com­mutes. The buzz phrase for the past few years at CES has been the ‘In­ter­net of Things’. This year, it will fi­nally morph into the ‘In­ter­net of Ev­ery­thing’.

The trail­blazer was Nest, with its smart plugs and app-con­trolled cen­tral-heat­ing sys­tems. Now, it seems ev­ery­one has jumped on the band­wagon, if you take a glimpse at the daz­zling ar­ray of con­nected items that are be­ing touted this year.

Here are just a few ex­am­ples of what’s on of­fer: A shower head that tracks how much wa­ter you have used (why would you want to do that?). A vi­brat­ing sofa to alert you when your favourite TV show is about to start (the mind bog­gles as to what kind of con­tent you might watch with this gad­get). An alarm clock that will wake you up with a smell rather than a noise – odours on of­fer in­clude crois­sant, peach and, erm, money (very apt for Las Ve­gas).

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