Even before wearable technology gains widespread popularity, advertising companies are devising ways to deliver marketing messages directly to people who don watches, glasses and headgear that double as computers.
Case in point: InMobi Pte, a maker of mobile-ad tools, has a team of developers creating virtual mock-ups of ads on smartwatches, head-mounted displays and other gadgets to get a feel for how they can serve as a platform for marketers. The engineers, surrounded by powerful computers with large monitors at the company’s offices in San Francisco and Bangalore, India, are trying to get a head start in the nascent market, which has captured the attention of Google Inc. (GOOG) and Apple Inc. (AAPL)
“Any device with a screen allows for an interesting opportunity,” said Atul Satija, vice president and head of revenue and operations at inMobi.
Millennial Media Inc. (MM) and Kiip Inc. have joined the search for viable wearable-ad technology, underscoring the appeal of the devices as marketing platforms. Shipments of wearables are projected to reach almost 112 million units in 2018, up from less than 20 million this year, according to IDC. While that’s still a tiny fraction of the more than 1 billion smartphones that will be sold in 2014, it’s enough momentum to induce ad companies to move products into development and out of the lab. … (Read more)