Google has launched a project that aims to customize marketing-oriented experiences in real time.
MediaPost covers the project, dubbed Art, Copy & Code, in a piece that describes how Volkwagen is using the technology to power its Smileage mobile app. The app syncs with a VW owner’s car and seamlessly tracks where it is driven, enabling the user to tag passengers, upload comments and share photos of the trip.
Google demonstrates another aspect of the project in a short video on the Art, Copy & Code website that automatically integrates information about the user’s location, the time of day and the events happening on the web at the moment the person is watching the video. The video updates and changes each time the viewer watches it.
Another project, the Talking Shoe, embeds internet connectivity into the shoe, delivering information in real time via an accelerometer, gyroscope and other technology. The information can be transmitted to the person wearing the shoe, uploaded to social media sites or even added to real-time ad units, Google says.
These things take the idea of real-time in exciting new directions. Objects embedded with internet connections and sensors that tap into what is going on around them can deliver all sorts of intriguing new types of information that will be helpful not only to the individual using or experiencing the object, but to marketers that want to customize the information to deliver personalized marketing.