Limited Viewing Time One of the Challenges for Smart Watch Advertisers
A Juniper Research study puts the advertising spend on smart watches at $69 million by 2019, up from $1.5 million this year, the company said Tuesday. Growth in smart watch advertising will be driven by high-profile brands including Apple entering…
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the category and will correlate to increased consumer acceptance of wearable technology, the report said. The emergence of an additional consumer screen would likely stimulate interest among advertisers, though until a user threshold is reached most ad spends are likely to take the form of ad hoc campaigns, it said. Brands will need to develop advertising formats designed for the limited real estate of a smart watch screen, and behavioral differences between smartphone and smart watch usage are likely to challenge advertisers, Jupiter said. “With consumers viewing smartwatch screens for seconds rather than minutes, advertisers will have markedly less time to engage their audience,” it said.