Apple Watch: A billboard for ads on the wrist?

TapSense, a mobile ad exchange, launches a platform for Apple's new device

An ad on Apple's Watch, envisioned by mobile ad platform TapSense.
An ad on Apple's Watch, envisioned by mobile ad platform TapSense.

Questions abound over how Apple's Watch will function when it's released later this year. But here's one feature: It will be able to serve ads, based on the location of wearers and their purchases.

At least, that's the vision laid out by TapSense, a mobile advertising exchange that has launched what it calls the first programmatic ad platform for the Apple Watch. The platform, the company says, provides a number of tools to let developers and brands place ads on the unit that can be targeted by location, through the GPS on the user's paired iPhone, and the wearer's purchase history, through the watch's integration with Apple Pay.

Relevant location-based ads are considered the holy grail of mobile advertising, and more companies like Facebook and Google are trying to tie people's purchases in physical stores to digital ads. Still, the prospect of super-targeted ads on the Apple Watch following wearers around might strike some as a disappointment, given the unit's already steep starting price of US$349.

And TapSense seems quite bullish about how far marketers could take this. "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," said Ash Kumar, co-founder and CEO of TapSense, in the San Francisco-based company's announcement.

The accessibility of the Apple Watch makes it an ideal device for hyper-local offers such as retail store coupons, TapSense said, better than a smartphone inside a person's pocket. And because the watch will support Apple Pay, Apple's new mobile payments service, marketers could measure their campaigns based on people's purchases in stores, the company said.

TapSense did not respond to say whether any brands have already expressed interest in using their platform. Apple did not respond to a request for comment on TapSense's platform.

Apple's Watch is slated to be released some time "early" this year. Apple launched a framework for developers to build software for the unit, called WatchKit, in November. TapSense's platform can deliver ads through convergence of WatchKit and other mobile technologies, the company said.

The TapSense platform, for instance, can make the ads interactive by leveraging interfaces supported by WatchKit, like watch faces, the company said.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

term paper help online

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in