Tablet advertising is growing at a fast rate like any other type of interactive marketing. And that’s because tablet ads work. A previous research from News UK Commercial has revealed that advertising in the tablet edition delivers the same levels of ‘engagement and memorability’ as the print version. And if the tablet ads have interactive features, the dwell time is even greater than for print, on average.
Creating tablet ads isn’t rocket science, but it’s a medium few publishers and advertisers have yet to figure out completely. This simple rules based on The Economist’s successful digital editions will give fundamental ways in which you can effectively implement ads into your tablet strategy.
Some things to think about if you’re creating an ad for a tablet:
- Have separate objectives and measurement criteria for tablet ads. And a separate budget.
- iOS or Android? The answer, of course, is both. While iOS still leads the market at 53.8% share in 2012, Android has a very respectable 42.7%. Both are predicted by IDC to grow at more than 20% each year. Windows is predicted to hit 10% share by 2016, but iOS and Android will still lead by a country mile
- Be interactive. Consumers respond better to interactive ads on tablets than to static ads, according to the IAB, and they stay on the page 31 per cent longer. Visa’s ‘Visa Signature’ ad is a great example of using interactivity within an ad, encouraging the viewer to experience new things with Visa.
- If your ad is to appear inside a publisher’s app, there is a real opportunity to create something special. It needn’t cost the earth, either, particularly if your brand already has video or other assets such as a 3D product render
- Think commerce. Consumers are more likely to buy from tablets, so your ads should have a clear call to action and the ability to buy or act directly from the ad.
- Make sure the website experience lives up to the ad!
- Be creative. There’s so much more scope on a tablet for video and other rich media than on a smartphone, simply because of the size of the screen and ease of use for consumers. Have a look at the ad by the National Cancer Society of Malaysia for Breast Cancer Awareness Month, for a good example of what’s possible.
Tablet publishing gives readers an enhanced online content experience. This shake-up has already reached publishers’ and businesses’ doors. And it’s high time for you to learn more about the new opportunities brought in by the proliferation of mobile and tablet devices. You don’t have to crawl your way alone, Realview can help!