The Fourth Screen: How Smartwatches Could Be Used for Ads

Will your wrist be the next billboard?

With new entries from Sony, Samsung and Motorola hitting the market, plus rumored interest from Apple, smartwatches appear to be the next emerging category in computing. Some 15% of consumers are currently using wearable technology, a category that includes fitness bands and smartwatches, according to a recent study by Nielsen

Historically, such interest has meant Madison Avenue can’t be far behind. “It’s always app development followed by ads,” said Jefferson Wang, head of wireless and mobility at the IBB Consulting Group. That doesn’t mean your Pebble or Sony SmartWatch will start hitting you with banner ads this year. As manufacturers try to sell consumers on smartwatches, they’ll keep ad efforts at bay. After that period, however, smartwatches could be a new frontier, one in which advertisers will need to be heavily restrained, but potentially reap big rewards. Read more…

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