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

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in