CES in Las Vegas will see the unveiling of many new devices, including wearables. In the new age of such technology, what is the future of advertising? Big Spaceship CEO, Michael Lebowitz, shares his views.
Ahead of the 2014 Consumer Electronics Show (CES) in Las Vegas, ClickZ sat down with Michael Lebowitz, chief executive of Big Spaceship and member of the Interactive Advertising Board, to discuss his vision on the future of advertising in wearable devices such as Google Glass.
Leveraging context and data-driven insights will be the only way to go as users will have no tolerance on display ads overlayed on their vision: more than ever, user experience and user-centered approaches will be the key. Privacy levels need to be fully controlled by the wearer, i.e. user, and s/he will also decide all the parameters that will apply to ads s/he'll tolerate.
There is no other option – unless of course, ads are just taken out of the equation. But that would be a hard stop for the industry. Strangely enough, Lebowitz starts by saying he hopes there will be no ads on wearable devices. Watch his arguments:
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Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.
Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.
Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat
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September 23, 2014