DUBLIN: Apple’s forthcoming smartwatch poses a conundrum for advertisers but advertisers see potential. They particularly like a watch feature that Apple calls “Force Push” that activates when a user taps the screen with extra pressure, opening up a menu with up to four actions. They envision coupons that when tapped can show directions to a store.
Ad executives hope that the watch can overcome challenges that have prevented location-based ads from succeeding on mobile phones. Unlike on phones, says Jeff Malmad, North American mobile director at media agency Mindshare, users will not need to dig into a bag or pocket to see the add. They will be right on a user’s wrist, in sight at all times.
But to keep them effective, he says, consumers will need to opt for them, much as many consumers opt to receive email messages from various retailers.