Battle of the fourth screen: advertising strategy for smart watch screens

Google recently released the wearable version of the Android operating system - Android Wear, hoping to seize the increasingly hot wearable device market through the system. In addition to Google, there are already a number of technology vendors that are launching or about to launch smartwatch-based wearable devices, and smart watches are expected to become the "fourth screen" after people's daily life relays TVs, computers and mobile phones. . So, for advertisers, how should we make a difference in the "fourth screen" when the "smart watch era" is about to come?

Wrist: next billboard

Sony, Samsung and Moto have already released their own smart watch products, and Apple has rumored that it will release similar products this year. From this point of view, smart watches are becoming the next new device category in computing. According to data from market research firm Nielsen, the current share of wearable devices (including fitness wristbands and smart watches) has reached around 15%.

Based on past experience, this trend is sure to attract the attention of Madison Avenue (US Advertising Center). “Application development has always followed advertising,” said Jefferson Wang, head of wireless and mobile divisions at IBB Consulting Group. Of course, this does not mean that traditional banner ads will appear on Pebble or Sony's smart watches. Because manufacturers need to sell their smart watches to consumers, they will temporarily draw their products and advertisements. However, after this stage, smart watches may become a new advertising market. Although advertisers will be subject to various restrictions, they may also benefit a lot.

On the other hand, not everyone thinks that smart watches will become an emerging popular advertising medium. “Smart watches are very different from mobile phones,” said Doug Hecht, president and CEO of digital marketing company Digitaria. “From now on, smart watches are not important to advertisers. It's only a supplement to mobile advertising.” Like everyone else, Hecht believes that if consumers are willing to provide more data about themselves, advertisers will offer more targeted advertising.

Super lock

Smart watch-based ads that want to be effective must be delivered to the user at the right time, place, and location, and the user must voluntarily receive the information. In order to achieve the above results, the only way to be feasible now is to compare the advanced "HypertargeTIng" advertising system.

Let's imagine a perfect situation: When you first visited a strange city, you suddenly received a message that there is a cafe next to a block in the neighborhood, because one of your Facebook friends has Click "Like". In this hypothetical situation, this café usually offers you some coupons or other preferential services. However, Mr. Wang of IBB is not realistic enough. “It is usually awkward to use coupons with people you don’t know,” he said. “So you may need to develop more forms of advertising. For example, after a customer checks out, one dollar will be quietly returned to the user's credit card and so on.

If you want to turn this situation into a reality, the search function must be stronger than today. "By using Google Now, you can say a joke about the Boston Red Sox and get the latest information about this team," Mr. Wang said. "And the addition of other devices will undoubtedly give users more The choice level. "This "level" refers to the collection of information from the Internet of Things, including refrigerators, thermostats, cars, mobile phones and computers, and other devices will work together seamlessly. When the data of these devices are finally put together, a more accurate and horrible comprehensive picture of the target consumer can be obtained.

It should be pointed out that these functions can be realized by smart phones, but if consumers have both mobile phones and smart watches, then it is possible that their smart watches will only receive some very special notifications. . According to Mr. Wang, he has used many smart watches himself, but for these devices, people often notice too often notices. “Smart watches are sometimes annoying,” he said. At present, the main role of such products is still to act as a reminder device for mobile phones. Many users of smart watches quickly realized that they need to close a lot of notifications about services such as SMS and social networks, otherwise smart watches will soon become a burden.

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