"There's an ad for that," might not ever fly as a tagline for Apple's forthcoming Apple Watch, but it doesn't make the statement any less true. Months in advance of its nebulous spring release date, independent mobile advertising exchange TapSense has outlined details of the Apple Watch's first programmatic ad platform.
With wearables coming to the forefront of the tech hype cycle in 2015, it was only a matter of time before someone capitalized (literally) on what is set to become a massive market in the coming years. But the largely yet-untapped market might be just as much a lethal minefield as it is a rich oil field.
In its press release, TapSense notes the potential challenges of putting advertising onto such a small space, and brings up the important point that customer experience is—as ever—the most important thing. "As the screen sizes have become smaller with smartphones and now with smartwatches, cramming a banner ad in a small screen interface leads to a poor user experience. The TapSense SDK leverages new interactive interfaces supported by Apple WatchKit such as watch faces, glances and full-screen experiences while getting rid of banner ads."
Instead of serving up banner ads—which have traditionally frustrated and annoyed users, and create the potential for them to abandon the Apple Watch—TapSense is serving up usefulness, in the form of coupons integrated into the very nature of the Apple Watch, itself.
The continued upswing of the importance of customer experience must no longer be taken as a fad or weird trend, but rather a critical goal of the marketing professional. Making the customer feel happy—not sold to—is the key to marketing that will keep them coming back.