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 Good Gear Guide newsletter!

Error: Please check your email address.

Tags wearable devicesconsumer electronicsemerging technologyGPSdigital marketingInternet of ThingsTapSensemobilemobile applicationsApple

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?