Smart watch will become marketing the next battlefield

Guide: Smart watches are becoming the next category of new equipment in the computing field. Currently, the proportion of consumers with wearable equipment (including exercise wrist bands and smart watches) has reached about 15%. Several market forecasts data show that the upcoming Apple Watch will greatly promote the popularity of smart watches. According to past experience, this trend will certainly arouse the attention of advertisers.

Smart watch Timeline:

-In 2104, Google launched the Android Wear operating system, there are already a number of technology manufacturers or about to launch a smart watch-oriented wearable equipment, and smart watch is expected to become the daily life of the relay TV, computer and mobile phone after the "fourth screen."

-in 2015 MWC Huawei released its first smart watch Huawei Watch; LG publishes smart watch Watch Urbane. Plus the March 9 Apple Watch and the Pebble that have been released for generations, smart watches such as Sony and Samsung, the mainstream producers have joined the smart watch camp. So, for advertisers, in the "smart watch Era" is coming, how should the "four screen "To make a difference?"

Wrist: Next Billboard

Smart watches are becoming the next category of new equipment in the computing field. According to Nielsen, a market-research firm, the proportion of consumers with wearable equipment, including a fitness wristband and a smart watch, has reached around 15%.

Several market forecasts data show that the upcoming Apple Watch will greatly promote the popularity of smart watches. According to past experience, this trend will certainly arouse the attention of advertisers. Application development has been followed by advertising, of course, this does not mean that traditional banner ads will appear on Pebble or Sony smart watches, because manufacturers need to sell their smart watches to consumers, so they will temporarily let their products and advertising line. But after this stage, smart watches may become a new advertising market, although advertisers will be subject to various restrictions, but may also be profitable.

On the other hand, not everyone thinks that smart watches will become a new and popular advertising medium. There are many differences between smart watches and mobile phones, and some argue that, for the moment, smart watches are not important to advertisers, at best, as a complement to mobile advertising. If consumers are willing to provide more information about themselves, advertisers will provide them with more targeted advertising.

Super Directional

Advertisements based on smart watches need to be delivered to the user at the right time, place and place, and the user must voluntarily receive the information. In order to achieve the above results, the only way to be feasible is to be more advanced "hyper-directional (hypertargeting)" Advertising system.

Let's imagine a more perfect scenario: When you first visit a strange city, you suddenly get a message that a café next to it is pretty good, because one of your little friends once praised it. Under this hypothetical scenario, the café usually offers you some coupons or other offers. But it's not realistic at the moment, and it's often awkward to use coupons with people you don't know, so you may need to develop more forms of advertising. For example, after a customer checkout, 1 of dollars will be quietly returned to the user's credit card and so on.

The search function must be more powerful than it is today if you want to turn this into reality. For example, by using Google Now, you can tell a joke about the Boston Red Sox and get the latest information about the team. The addition of other devices will undoubtedly allow users to have more choice level. This "level" refers to the collection of information from the Internet of things, including refrigerators, thermostats, automobiles, mobile phones and computers, and all kinds of devices will work seamlessly together. Eventually, when the data of these devices are put together, a more accurate and frightening comprehensive picture of a target consumer can be obtained.

It's important to note that these features are actually done via smartphones, but if consumers have two devices for mobile phones and smart watches at the same time, it's likely that their smart watches will only receive some very special notices. But for these devices, the first thing people will notice is often too frequent notice, smart watch is sometimes annoying, the main role of such products is still the phone as a reminder device. Many smart watches quickly become aware of the need to shut down a lot of notices about services such as texting and social networking, or smart watches will soon be a burden.

Health Monitor

Even in the best of circumstances, a notice may still be viewed as disturbing by the user. By contrast, some brand apps are more helpful to users. Some smart watches, for example, have a pulse-monitoring function, which is clearly a major development direction for fitness and health-tracking devices, and is a priority for many smart watch manufacturers.

In addition to monitoring athletic performance, smart watches can be used to measure the overall health of the user. For example, when monitoring the user's pulse disorder, you can remind users to drink less coffee, or to push some of the health food ads. Retailers can even monitor the user's heart rate as they pass through their stores, and if they see a product that makes them exciting, the merchant can push the corresponding discount information to him at the first time.

Of course, these actions must be accepted and agreed by consumers, after all, in the limited space of presentation, any kind of unsolicited advertising form will be annoying. But if businesses can offer a guided shopping tour, like Apple's ibeacon, consumers are likely to have a more enjoyable consumer experience. When users use ibeacon, they receive a similar "your product is ready", "the painting you are admiring is Leonardo da Vinci's work" and "You can buy an apple TV here" and so on.

Not just another screen

For advertisers, smart watches look like another screen that needs to be conquered after televisions, computers and smartphones, but that's not the case. Disruptive advertising patterns can play a role in TV, print and network, but the advent of smartphones has created a new relationship between consumers and advertisers. As the boundaries between consumers and devices become increasingly blurred, advertising has been seen as a very intrusive medium, for example, when you watch TV commercials, you don't think your private space has been overrun, but if similar ads are pushed to your phone, Especially with wearable devices such as Google Glasses or smart watches, you're certainly not going to be calm.

In this case, advertisers need to solve the problem is not how to advertise on smart watches, but first let users agree to display ads on their smart watches, which need to create a consumer like, want to be linked,

The fourth screen for digital advertising: smart watch
Source: RTB China Author: 2015-3-10 9:49:53 industry: New Marketing
Guide: Smart watches are becoming the next category of new equipment in the computing field. Currently, the proportion of consumers with wearable equipment (including exercise wrist bands and smart watches) has reached about 15%. Several market forecasts data show that the upcoming Apple Watch will greatly promote the popularity of smart watches. According to past experience, this trend will certainly arouse the attention of advertisers.

Smart watch Timeline:

-In 2104, Google launched the Android Wear operating system, there are already a number of technology manufacturers or about to launch a smart watch-oriented wearable equipment, and smart watch is expected to become the daily life of the relay TV, computer and mobile phone after the "fourth screen."

-in 2015 MWC Huawei released its first smart watch Huawei Watch; LG publishes smart watch Watch Urbane. Plus the March 9 Apple Watch and the Pebble that have been released for generations, smart watches such as Sony and Samsung, the mainstream producers have joined the smart watch camp. So, for advertisers, in the "smart watch Era" is coming, how should the "four screen "To make a difference?"

Wrist: Next Billboard

Smart watches are becoming the next category of new equipment in the computing field. According to Nielsen, a market-research firm, the proportion of consumers with wearable equipment, including a fitness wristband and a smart watch, has reached around 15%.

Several market forecasts data show that the upcoming Apple Watch will greatly promote the popularity of smart watches. According to past experience, this trend will certainly arouse the attention of advertisers. Application development has been followed by advertising, of course, this does not mean that traditional banner ads will appear on Pebble or Sony smart watches, because manufacturers need to sell their smart watches to consumers, so they will temporarily let their products and advertising line. But after this stage, smart watches may become a new advertising market, although advertisers will be subject to various restrictions, but may also be profitable.

On the other hand, not everyone thinks that smart watches will become a new and popular advertising medium. There are many differences between smart watches and mobile phones, and some argue that, for the moment, smart watches are not important to advertisers, at best, as a complement to mobile advertising. If consumers are willing to provide more information about themselves, advertisers will provide them with more targeted advertising.

Super Directional

Advertisements based on smart watches need to be delivered to the user at the right time, place and place, and the user must voluntarily receive the information. In order to achieve the above results, the only way to be feasible is to be more advanced "hyper-directional (hypertargeting)" Advertising system.

Let's imagine a more perfect scenario: When you first visit a strange city, you suddenly get a message that a café next to it is pretty good, because one of your little friends once praised it. Under this hypothetical scenario, the café usually offers you some coupons or other offers. But it's not realistic at the moment, and it's often awkward to use coupons with people you don't know, so you may need to develop more forms of advertising. For example, after a customer checkout, 1 of dollars will be quietly returned to the user's credit card and so on.

The search function must be more powerful than it is today if you want to turn this into reality. For example, by using Google Now, you can tell a joke about the Boston Red Sox and get the latest information about the team. The addition of other devices will undoubtedly allow users to have more choice level. This "level" refers to the collection of information from the Internet of things, including refrigerators, thermostats, automobiles, mobile phones and computers, and all kinds of devices will work seamlessly together. Eventually, when the data of these devices are put together, a more accurate and frightening comprehensive picture of a target consumer can be obtained.

It's important to note that these features are actually done via smartphones, but if consumers have two devices for mobile phones and smart watches at the same time, it's likely that their smart watches will only receive some very special notices. But for these devices, the first thing people will notice is often too frequent notice, smart watch is sometimes annoying, the main role of such products is still the phone as a reminder device. Many smart watches quickly become aware of the need to shut down a lot of notices about services such as texting and social networking, or smart watches will soon be a burden.

Health Monitor

Even in the best of circumstances, a notice may still be viewed as disturbing by the user. By contrast, some brand apps are more helpful to users. Some smart watches, for example, have a pulse-monitoring function, which is clearly a major development direction for fitness and health-tracking devices, and is a priority for many smart watch manufacturers.

In addition to monitoring athletic performance, smart watches can be used to measure the overall health of the user. For example, when monitoring the user's pulse disorder, you can remind users to drink less coffee, or to push some of the health food ads. Retailers can even monitor the user's heart rate as they pass through their stores, and if they see a product that makes them exciting, the merchant can push the corresponding discount information to him at the first time.

Of course, these actions must be accepted and agreed by consumers, after all, in the limited space of presentation, any kind of unsolicited advertising form will be annoying. But if businesses can offer a guided shopping tour, like Apple's ibeacon, consumers are likely to have a more enjoyable consumer experience. When users use ibeacon, they receive a similar "your product is ready", "the painting you are admiring is Leonardo da Vinci's work" and "You can buy an apple TV here" and so on.

Not just another screen

For advertisers, smart watches look like another screen that needs to be conquered after televisions, computers and smartphones, but that's not the case. Disruptive advertising patterns can play a role in TV, print and network, but the advent of smartphones has created a new relationship between consumers and advertisers. As the boundaries between consumers and devices become increasingly blurred, advertising has been seen as a very intrusive medium, for example, when you watch TV commercials, you don't think your private space has been overrun, but if similar ads are pushed to your phone, Especially with wearable devices such as Google Glasses or smart watches, you're certainly not going to be calm.

In this case, advertisers need to solve the problem is not how to advertise on smart watches, but first let users agree to display ads on their smart watches, which need to create a consumer like, want to be connected, and trustworthy brand. If this is not possible, consumers will certainly not allow their smart watches to appear on advertising.

And can be trusted brand. If this is not possible, consumers will certainly not allow their smart watches to appear on advertising.