With Apple Watch Ads and Apps, the Key for Marketers Will Be Restraint

Agency leaders warn against treating it as a smaller smartphone

And you thought making a killer ad for a smartphone was tough.

With today's unveiling of the Apple Watch, marketers are facing the realistic possibility of a looming smartwatch era that will force brands to devise effective messages on the tiniest of screens.

"If there are eyeballs on [the screens], there will be ads," said Mike Kisseberth, chief revenue officer at Purch. "The question is, what form they will take to create an experience that delivers real value for both the user and the marketer."

Indeed, the Apple Watch creates a marketing niche that will require testing formats that squeeze into the wearable's 38-millimeter and 42-millimeter screen options.

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