Who Will Lead The Charge Toward Tablet Optimization?
ADOTAS — As the digital media and advertising marketplace continues to evolve, tablet and mobile media have taken center stage. It’s no secret that consumer behavior typically drives the media industry. Media consumption from tablet devices continues to explode, mostly at the expense of desktop/PC time spent. Much has been made about the gap between consumer time spent with online and mobile, and the gap in media spent in those categories.
Interestingly enough, time spent doesn’t always correlate to advertising results. Positive add message recall is part of the holy grail for brand advertising, and studies prove ad recall results by media type doesn’t necessarily compare to the amount of time consumer’s spent on those media types.
According to a study in the Admap Journal of Advertising, in the US, recall of ads tracked by media: TV scored 72%, Internet 14%, and magazines 38%. Clearly, that doesn’t follow metrics for consumer time spent with that media type. Just because consumers spend time with a media doesn’t mean the recall of brand advertising works in that media.
As it pertains to tablet media & ad recall, we must talk about the movement in digital to Viewable Ad Impressions. In digital,an unbelievable 31% of display ads are never seen by their audience, according to a 2012 study by comScore. The IAB’s viewable standard is that advertisers are only charged for impressions that are on screen for at least one second. No wonder “desktop” digital CPMs are decreasing every year for publishers, and advertisers are seeing less than 0.10% CTR.
So let’s talk about why we think tablet-optimized mobile websites present a game-changing opportunity for the digital media industry; for publishers and advertisers alike. For publishers who wish to create touch-optimized versions of their mobile web sites, there exists numerous vendor options that have launched to serve this market niche. On an optimized mobile web site, typically all content is touch-enabled and above the fold as consumers touch and swipe to engage with it. This results in 100% Ad Viewable Impressions. Every ad impression is above the fold and resulting from a consumer engagement with the tablet content.
How does this affect advertisers? In many cases, advertisers can average average CTR between 2-4% when investing in mobile web sites that have an optimized version. This represents a 20x-30x lift versus average CTR on desktop. So clearly above the fold, touch-enabled tablet advertising units work for marketers.
Yet many major brands and their advertising agencies are hesitant to release large tablet-specific advertising budgets. One obstacle holding those budgets back is certainly scale. So as consumers demand better user experiences on tablets, savvy publishers will adopt tablet-optimized versions of their sites, leading to more and more optimized tablet ad inventory for advertisers.
This adoption of tablet device-specific publishing (aka “optimization”) is only a matter of time. After all, consumer behavior typically drives the media industry. The only question is; how fast will publishers get tablet-optimized and what brand advertisers will lead the industry into this unbelievably effective ad media? As a marketing and/or ad agency professional, ask yourself: Why am I not at least testing tablet optimized advertising when all the data points to its effectiveness?
No comments yet
Leave a Comment
- Infographic: B2B Content Tug of War
- 5 Mobile Strategies to Make Marketers Merry During the Holidays … and Beyond
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet
- Survey: Effective Content Marketing Requires 10 or More Posts a Day
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- DeskSite Partners with NFL to Offer Alternative to Broadcast TV December 13th 2013 ADOTAS – DeskSite has just launched a digital video entertainment network [...] more »
- Infographic: Adobe By The Numbers December 12th 2013 ADOTAS – Adobe just announced results for its fiscal year that [...] more »
- Marketo Signs Definitive Agreement to Acquire Insightera, Extending Leadership in Multi-Channel Relationship Marketing December 12th 2013 SAN MATEO, Calif., December 12, 2013 (ADOTAS) – Marketo , provider [...] more »
- Rakuten MediaForge Chooses LiveRamp To Bridge Gap Between Customer Databases and Online Marketing for Brands December 12th 2013 SALT LAKE CITY, December 12, 2013 (ADOTAS) — Online marketers [...] more »
- VisualDNA Integrates with Adap.tv, Advertising.com, DataXu, Krux & Rocket Fuel December 12th 2013 LONDON, December 12, 2013 (ADOTAS) – Audience insights company VisualDNA [...] more »
- Simpli.fi Closes $16MM Round of Series B Funding December 12th 2013 FORT WORTH, TX., December 12, 2013 (ADOTAS) – Simpli.fi, an [...] more »
- MyCityWay Partners with USA TODAY to Launch Vegas-Themed App December 12th 2013 NEW YORK and MCLEAN, VA., December 12, 2013 (ADOTAS) – [...] more »
- Infographic: B2B Content Tug of War December 12th 2013
- 5 Mobile Strategies to Make Marketers Merry During the Holidays … and Beyond December 12th 2013
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand December 12th 2013
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet December 11th 2013
- Survey: Effective Content Marketing Requires 10 or More Posts a Day December 10th 2013
- Digital Media Specialist - Video
- Mgr Channel Planning (Social Media)
- SEO/SEM Analyst
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Stephen: Your new autoplay video commercials are REALLY annoying. It means I cannot leave your story
- Why Social Media Will Live Past their “Expiry Dates”: [...] in social media stock prices. In May 2012, Facebook reported a $35 billion loss
- Chris Zaharias: Very interesting data. All respect due to Google for having built and scaled tools for
- Dick Bennett CEO: Richard, I (and my company)have been on this scene for years. We performed the initial