LAS VEGAS — The new frontier of media is paved with e-commerce, wearable tech and the Internet of things, says Norm Johnston, Chief Digital Officer at Mindshare, in an interview with Beet.TV at CES. The opportunities for brands are large, but also require smart and thoughtful approaches.

“With wearable tech, if we know your hydration levels maybe we could give you a promotion on a beverage. It could be health-related tips we promote. There is a vast landscape of things brands can do around this biometric data, but brands need to be highly sensitive since this is personal data,” he says.

E-commerce is another area that calls for greater exploration from brands. “We’ve done social. We’ve done search. We want to crack the Amazons and Wal-Marts of the world, so there is a lot of focus e-commerce. so we put the proper tactics and creative in those areas,” he says, adding that Mindshare is also studying physical commerce, beacon technology, show floors and the role media can play in the physical environment.

Programmatic buying will continue to grow, since it’s already like Pac-Man gobbling up media inventory, he says. Soon, two of every five online videos will be served programmatically, he says.

For more insight into new trends, the future and the global role of mobile phones, check out this video interview.

Johnston was interviewed for Beet.TV at Consumer Electronics Show. Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.

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