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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Its a informative post thanks for sharing

Galaxy Education

The people and process smarts needed to excel in omnichannel retailing

Read more

Blog Posts

The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

Kath Blackham

CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Sign in