Advertisers are already looking for ways to tap into wearable technology to get closer to consumers than ever before although the market for it in UAE is still considerably small, according to an official of WPP Middle East and North Africa (Mena).
Wearable gadgets have certainly come a long way since its humble beginnings in the 16th century. The first one to be invented was a manual wristwatch but due to always evolving technology, there is now a huge variety of those in the market.
There are products that improve health like heart and sleep monitors, there are others that improve life like hearing aids and pacemakers, and there are some that act as security systems like the new Cuff collection from an American company wherein a tiny and wireless tracker is attached to a piece of jewelry to protect it from theft.
World renowned companies like Sony and Nike also launched wireless heart rate monitors and fitness bands that aim to improve health and this is where advertisers are starting to penetrate the market. For example, after a routine exercise or a long run which is detected by advertisers through the user’s heart rate, the user might get a notification advertising where the nearest spa or healthy snack bar is.
In the Middle East alone, the total spending for advertising last year is around US$5 billion and is set to reach US$ 2.8 billion by 2016.
WPP’s representative admitted that the technology is still far from being used widely in the Middle East but since it is already available, companies are now looking for ways on how to leverage it.