Brands will need new ad formats for smartwatches

This growth will be fuelled by brands such as Apple entering this market combined with consumers becoming more familiar and interested in wearable technology. However the study from Juniper Research, Digital Advertising: Online, Mobile & Wearables 2014-2019, also pointed to brands needed to devise and roll out new advertising formats that are designed to work on the more limited smartwatch screen.

The report also pointed to behavioural differences between smartphone and smartwatch use that will impact advertisers. For example, consumers view smartwatch screens for seconds rather than minutes, so advertisers will have less time to engage the audience.