TapSense announced recently that it had released a development platform that would allow developers to create advertisements designed for the Apple (News - Alert) Watch. It contains both an SDK and an API and seeks to go beyond banner advertising, which the company feels is a legacy to the heyday of PCs and ill-suited for the smaller displays of mobile devices.
San Francisco-based TapSense develops mobile marketing solutions with the notion that you cannot simply take the same advertising approach used on PCs and transfer it over to smartphones, tablets and watches. Mobile advertising must provide a better user experience and get the attention of users more effectively.
With this approach to advertising in mind, TapSense developed AdFlow, which stores multiple ads in a single slot and has the potential to get five times the number of impressions that a conventional ad would. The ads not only encourage users to visit the advertiser’s site, but also download mobile apps related to the company’s product or service.
TapSense also provides a mediation platform that allows a campaign to control, which advertising partners will be included and facilitates real-time bidding (RTB) on ad impressions. Other products include ad formatting and a platform that allows a business to setup an RTB exchange.
With the proliferation of watch devices on the consumer market, TapSense felt this was the best opportunity to jump on the software development portion of the market, at least with those made by Apple. As the company pointed out in a recent press release, the watch display is easier to access than a smartphone, so it’s that much easier and effective to deliver location-specific advertising and promotional deals to the user.
Support for Apple Pay is also critical, since many companies have chosen the POS platform in advance of a credit card consortium mandate that goes into effect October of this year.
TapSense has positioned itself as a leader in providing a development platform for creating ads for the Apple Watch. As a result, a new generation of advertising is born.
Edited by Maurice Nagle
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