5 Things to Know About Ad Tech for

Smartwatches

Adtech for wearables = ‘the

third wave of digital marketing’

2

3

+ advertisers are set to spend $68.6 million by 2019 on smartwatch ads by 2019+ the wearables market estimated to be valued at $12.6 billion by the time 2018’s over+ the smartwatch is the wearable device with the second-highest projected adoption rate

It appears smartwatches are worth investing in as a medium for advertising...

Sounds great, but are you and your brand ready?

There's the problem of barriers of entry for advertisers:

traditional ads don't work, existing campaigns can't be moved to the

smartwatch, the device's capabilities are limited...

5

What can you do to adapt?

7

1 2 3 4 5

Keep it short (and sweet)

Smartwatches are designed for rapid interaction.

Glanceable marketing – developsuccint ads that will grab the customers' attention in a few seconds – that's as long a focus as you're going to get.

1 2 3 4 5

Keep it personalAn advertising message should aim to deliver a service or product that's needed – and when it’s needed.

+ geo-targeting – base ad on current location: like passing a certain store

+ cross-device usage – smartwatches are often linked to the user's PC, tablet or phone – plenty of information about the needs you can anticipate

8

1 2 3 4 5

Keep testing (and ask for help!)Carry out plenty of A/B tests and see what works better. It’s up to the users to determine whether the ads work or not. Many specialized software companies are aware of this new trend in advertising and offer personalized ad tech solutions.

9

1 2 3 4 5

Keep your options in mind

couponsnative ads

search marketing

short videos push notifications

...and in which contexts they might work

10

1 2 3 4 5

Keep your options in mind

Coupons work best combined with geo-targeting, or QS tracking. Short videos can’t be pure

advertising - think more movie trailers than irritating ads. Push notifications must be used

sparingly - only to provide bonuses, and sometimes they might not be allowed. Native ads

should be selectively tailored to the right customer. Search marketing will still help people find you - and searches remain a good source of

information.11

1 2 3 4 5

Last but not least - privacy

There are some privacy concerns over sharing – and making use of – so much personal data, and they will likely be regulated. Keep up to date!

Another key issue is simply not to be annoying. A potential customer may turn into a brand hater if bombarded with unwanted ads. Try to think about what the customer might really need.

12

So, in a nutshell...

+ Think more convenience for the customer, less pure marketing

+ Understand the characteristics of the medium

+ Knowledge of ad tech plus great app development are the keys to smartwatch success

+ The smartwatch gets you closer to your customer - it’s a bonus many other channels can’t provide, but you have to respect that intimacy.

13

WE KNOW A FEW THINGS ABOUT ADTECH AND APPS FOR SMARTWATCHES...

Espeo Softwarewww.espeo.eu

San Francisco Office180 Sansome Street (RocketSpace suits)

San Francisco, CA 94104

MAIL: HI@ESPEO.EUMOBILE: +1 415 800 4304