TapSense Announces Platform to Bring Contextual Ads to Apple Watch [Updated]

tapsense_apple_watch_adAmidst the new and upcoming product launches at this year's Consumer Electronics Show, mobile marketing firm TapSense today unveiled its plans for a "programmatic ad platform" targeting Apple's upcoming wearable, the Apple Watch.

The platform is promised to provide a full suite of programming solutions, including an SDK for app developers and programmatic APIs for brands, to get them started on making advertisements for the new Apple Watch. Though the platform not yet released, TapSense hopes the service provides businesses with a proof-of-concept demonstration on how ads can be delivered to customers using the new technology.

“Wearables and Internet of Things (IoT) are the next frontiers in the mobile revolution. We are excited to announce industry’s first programmatic ad platform for Apple Watch developers and brands. ” said Ash Kumar, Co-Founder and CEO of TapSense. “While most of our competitors are focused on banner ads and legacy platforms, we are focused on innovation and next generation platforms. 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.”

With no official comment by Apple on how ads will officially integrate with the new technology, third-party developers using the WatchKit SDK will be left to fill in the blank spaces.

As highlighted by Reuters, brands and ad firms are mainly looking at delivering ad content through interactive wallpapers found on the Watch dial. TapSense chief executive Ash Kumar is well aware of toeing the line between informative and annoying, however, noting that businesses could use the customizable face of the Apple Watch to notify customers of special deals, but only ever within an already-open app.

[M]oderation is key. Push notifications and banner ads on smartphones can be turn-offs. Some marketers advise avoiding showing ads to users who typically click out of them or delivering the same ad too many times to any one user.

"If it feels like your smartwatch is turning into a spam box, you will take it off," said Padden Guy Murphy, who heads business development and public policy at car-sharing service Getaround.

TapSense points to "hyper-local targeting" and Apple Pay integration as allowing for consumer-friendly versions of ads on the Apple Watch. The former suggests that because the Watch is far more accessible on a user's wrist than a phone is in a pocket and that it uses a tethered iPhone's GPS, this makes it a more ideal device to deliver location-based coupons and ads in more meaningful ways, such as an ad for a car service while a customer browses transit delays.

The latter perspective argues that most coupons and offers simply aren't redeemed due to hassle, and thinks that Apple's one-two punch of the Watch and Apple Pay could result in more ease of use in coupon-redeeming on the consumer side, and higher profits on the business side.

Still a few months out from release of the Apple Watch, TapSense's visions of a well-received ad platform, by consumers and businesses alike, is a ways off from fruition. As Jeff Malmad, North American mobile director at media agency Mindshare, pointed out to Reuters, the new platform will also need to cover some similar ground that smartphones have tread over the past few years, particularly in regards to allowing users to opt in to the ads they care about, and block the ones they don't.

Update: TapSense has backtracked on its own press release, noting that its ad platform may or may not comply with Apple's rules, which remain in flux. The update also notes that Apple's WatchKit SDK does not include support for watch faces as proposed for the ad platform and that TapSense can not integrate directly with Apple Pay.

Related Roundup: Apple Watch Series 7
Related Forum: Apple Watch

Top Rated Comments

Klae17 Avatar
88 months ago
Andddddd this killed the Apple Watch for me.
Score: 76 Votes (Like | Disagree)
Reason077 Avatar
88 months ago
This is fantastic news! Soon the rich, entertaining world of advertisments will be coming to wearables like the iWatch. Ads will be more personal and relevant than ever before!

This will improve lives by ensuring that us consumers are better connected to brands. I can't wait!
Score: 61 Votes (Like | Disagree)
Chaszmyr Avatar
88 months ago
Presumably, no one will be forced to use any ad-supported software on the Apple Watch, but just the concept of it is horribly off-putting.
Score: 46 Votes (Like | Disagree)
AndyUnderscoreR Avatar
88 months ago
Dear TapSense,

I think I speak for all of us when I say 'Go ******* yourselves'.
Score: 41 Votes (Like | Disagree)
Watabou Avatar
88 months ago
This is amazing news! Just what I always wanted. Why wouldn't I want ads when I want to see the time?
Score: 23 Votes (Like | Disagree)
locoboi187 Avatar
88 months ago
god no
Score: 23 Votes (Like | Disagree)

Top Stories

beats updater

Apple Officially Retires Beats Updater Utility in Favor of Over-the-Air Firmware Updates

Wednesday September 30, 2020 2:30 am PDT by
Apple has officially retired Beats Updater, the software utility that lets users update the firmware of their Beats Wireless headphones, earphones, and speakers. Beats Updater allows users to plug their Beats product directly into the USB port of their computer to check for firmware updates online, but with Apple's growing tendency to deliver over-the-air updates to wireless products via iOS ...
calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
m1 imac orange

New iMac Tidbits: Headphone Jack on Side, Ethernet Port on Power Adapter, Spatial Audio and WiFi 6 Support, No SD Card Slot

Wednesday April 21, 2021 6:38 am PDT by
Apple yesterday announced a completely redesigned 24-inch iMac with the M1 Apple silicon chip. The new iMac, the first major redesign of the Mac desktop computer since 2012, has several changes compared to the previous generation. In the aftermath of the event, a few new features and tidbits may have slipped under the radar, so we’ve compiled this list of some of the less-talked-about...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
affinity designer contour tool

Serif Updates Affinity Photo, Designer, and Publisher With New Tools and Functions

Thursday February 4, 2021 1:58 am PST by
Serif today announced across-the-board updates for its popular suite of Affinity creative apps, including Affinity Photo, Affinity Designer, and the Apple award-winning Affinity Publisher for Mac, all of which were among the first professional creative suites to be optimized for Apple's new M1 chip. "After another year which saw record numbers of people switching to Affinity, it's exciting to...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
qualcomm snapdragon x60 5g

iPhone 13 Lineup Expected to Use Qualcomm's Snapdragon X60 Modem With Several 5G Improvements

Wednesday February 24, 2021 8:10 am PST by
Apple's next-generation iPhone 13 lineup will use Qualcomm's Snapdragon X60 5G modem, with Samsung to handle manufacturing of the chip, according to DigiTimes. Built on a 5nm process, the X60 packs higher power efficiency into a smaller footprint compared to the 7nm-based Snapdragon X55 modem used in iPhone 12 models, which could contribute to longer battery life. With the X60 modem, iPhone...