What About Advertising On Wearables?

Posted: January 21, 2015 in Advertising, Marketing
Tags: , , , , ,

Are you ready for the new form of advertising on wearables? New programmatic ad platform seems promising despite early state of the category.


Although this early stage of wearables and smartwatches is still questionable, mobile ad exchange TapSense has already announced “the industry’s first programmatic ad platform for Apple Watch” with full Apple Pay integration, new ad formats and “hyper-local targeting.”

“Wearables and Internet of Things (IoT) are the next frontiers in the mobile revolution. We are excited to announce industry’s first programmatic ad platform for Apple Watch developers and brands,” says Ash Kumar, TapSense’s CEO. “While most of our competitors are focused on banner ads and legacy platforms, we are focused on innovation and next generation platforms. Apple Watch has the potential to be a category disruptor similar to iPod or iPhone and we believe that it provides great opportunities for brands and developers to deliver engaging experiences to consumers.”


Everything seems quite promising. However, the consumer smartwatch adoption is still not enough with waning consumer interest according to some surveys.

There are numerous Android Wear devices in the market already including watches from Motorola and LG that have gained critical favor. Yet Apple is really the market maker — even if Apple Watch 1.0 doesn’t sell very well it has raised awareness and increased interest to the category.

According to a recent survey from Quartz, about 80 percent of respondents said they were not intending to buy the Apple Watch, while 20 percent of respondents were potentially interested in it. It could still mean millions of Apple Watch sales. Also, there is a huge possibility that consumers’ interest will increase once they see and touch the Apple watch.

So it sounds reasonable for companies like TapSense to step forward and try to figure out what’s likely to work and what won’t with ads. There is no doubt that it would create another platform for ads with many different formats and context like smartphones.


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