Straight to the Heart Of Your Target Audience: Personalized Advertising Systems Based On Wearable Technology and Heart-Rate Variability

There are several psychological theories that suggest matching (versus not matching) message content with the audience's personal dispositions or emotional states increases message effectiveness. To this end, advertisers often struggle to segment and target their audience in a reliable, timely, and cost-effective manner. Automated profiling approaches, based on text-mining and image-recognition, seek to address this issue. Yet, these are limited in that they need the audience's conscious supply of posts and pictures, whose asynchronous nature often results in a poor representation of the audience's current emotional state. With an expected $42 billion worldwide market in 2019, predominantly driven by smartwatches, the rise of wearable technology may afford a twofold solution to this issue.