The Internet of Things as a Promising Channel of Advertising Communication

Abstract

The study explored the future of the advertising industry. In particular, the possibility of a new advertising communication channel associated with the development of Internet of Things technologies is being considered. In his reasoning, the author started from the fact that at present, along with the omnipresence of the Internet, there is a rapid growth of the Internet of Things segment. The further development of the Internet of Things is largely due to the quantitative and qualitative improvement of its physical infrastructure. "Smart" things connected in networks capture and analyze data, exchange information, and take over part of the communications familiar to humans. As a result, new social practices are emerging, including those related to the involvement of connected things in the human decision-making process. A favorable scenario assumes the appearance in the future of many "smart" technologies that will make things even smarter, give them the opportunity to perform a variety of functions and services in the interests of a person. With their help, the interaction of things with things, things with a person can lead to the emergence of completely new forms of interaction that do not fit into the standard framework of ideas about communication. Based upon the analysis, the author concluded that "smart" structures, which, due to the presence of specific technological and communication parameters, can become a fundamentally new channel of advertising communication and even transform the entire advertising industry. The study examined the features of the model of advertising communication based on the Internet of Things, in which connected physical and virtual things can act as both subjects and objects of advertising communication. The study identified technical solutions that will allow to create the basis for the functioning of advertising communications based upon the Internet of Things. The methods that can accelerate the implementation of the idea of using the Internet of Things as an advertising communication channel were described.