RSS feed Get our RSS feed

News by Topic

BizReport : Mobile Marketing : April 20, 2015

Smartwatches: time for a new ad format

They may be small and users may only engage with them in short bursts, but smartwatches are set to attract millions in advertising spend within the next four years, according to a new forecast from Juniper Research.

by Helen Leggatt

Smartwatches are already proving popular among users but there's another group that is interested in the wearable technology - advertisers. According to Juniper Research, advertising spending on smartwatches is set to rise from $1.5 million this year to $68.6 million by 2019 although until a critical user base is reached most ad-spend is likely to take the form of ad hoc campaigns.

However, while the advertising opportunities are big, smartwatch screens and user attention is small. Thus, says Juniper, as with many other digital marketing environments such as mobile and social, advertisers are going to have to come up with a new format that fits both the user behavior and the small screen.

Such new formats will need to take into consideration the various tasks that smartphone users might undertake - tasks that might take just a few seconds such as checking the time, checking social media notifications and looking at caller IDs. In addition, while many are already frustrated with the amount of screen-space taken up on smartphones with advertising, the challenge to fit ads that aren't disruptive onto a screen a fraction of the size will need careful consideration.

According to Mashable's Todd Wasserman, "as the line between a consumer's body and her device becomes fuzzier, advertising is perceived as being more intrusive", more so when it is a wearable device.

"For marketers, the struggle then is not so much how to market to consumers on their smartwatches, but how to get them to agree to let you market to them on their smartwatches," says Wasserman. "That will require creating a brand that consumers like, want to be associated with and above all, trust. Barring that, consumers will find they have no room on their timepiece for your brand, and indeed, no time for you either."

Canadapanda /

Image via Shutterstock

Tags: advertising, mobile trends, smartwatch, wearable technology

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.