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The fourth screen: how smartwatches could be used for ads (What could a…
The fourth screen: how smartwatches could be used for ads
this doesn't exist yet
smart watches appear to be the next emerging category in computing
Will your wrist be the next billboard?
15% of consumers are currently using wearable technology
fitness bands
smartwatches
critics
not everyone thinks smart watches represent an exciting new ad medium
a smartwatch doesn't represent anything important for advertisers right now
smartwatches aren't going to give you a big difference over mobile phones
smartwatches will be an extension of mobile advertising
there's nothing here you couldn't also do with a smartphone
solution: work out a system in which only very special notifications make it to their smartwatch
you get often alerts
so you have to shut off a lot of notifications for texts, tweets, FB updates
otherwise, a smartwtach quickly becomes a burden
even in a best-case scenario, a notification could still be seen as interruptive
How would it work?
a user has to have opted in to receive such a message, the only way this could happen is via advanced hyper targeting (refers to delivering customized messaging to a very defined or niche audience across various advertising mediums)
In order for a smart watch ad message to work, it has to be delivered at just the right time, place and location that makes sense
smartwatches could be a new frontier, one in which advertisers will need to be heavily restrained, but potentially reap big rewards
Nike
has already expanded into wearables with its popular Fuel Band
has already iOS and Android apps, so why not add one for Android Wear and Tizen (Samsung&Intel's operating system for smartwtaches)
What could a smart watch be used for ?
help you gauge(ausmessen) your overall health
retails could monitor your pulse as you walk through a store, if you see an item that makes it race, they could then present you with an offer(but the consumer has to opt in)
monitor athletic performance
the Samsung Galaxy S5 can be used as a heart-rate monitor, but it won't provide 24-7 data the way a smart watch could, smartwatch: applications for fitness and health tracking
may look like another screen to conquer after television, computers and smart watches but it's not
smartphones
ushered in a different relationship between consumers and advertisers. As the line between a consumer's body and their device becomes fuzzier, advertising is perceived as being more intrusive
if an ad is pushed to you on a smartphone, and especially via a wearable device such as Google Glass or a smart watch, you feel like your personal space is being invaded
struggle: how to get consumers to agree to let you market to them on their smartwatches
the interruptive model worked fine for TV, print