A tablet ad strategy bound for success
Posted: May 31, 2012 | 9:45 ET by Tessa Wegert

For some time now digital marketers have been wondering how to approach tablet advertising. Should we keep ads simple and static, or give users an immersive experience? Tablets are still so new that we're all harboring an intrinsic fear: how can we be certain that our ads will be a hit?

It's widely understood that consumers primarily use their iPads, Kindles, Sony Tablets, Nooks and such for fun, choosing to relegate their work-related activities to their laptops and desktops. Tablet owners multi-task, often performing other entertainment-related activities like watching TV, and use most of their tablet time to check e-mail, play games, participate in social networking, and search for information. Most importantly, they expect an interactive experience when it comes to tablet ads, and have been known to willingly engage with ads that leverage a device's technology in creative ways.



This single data point could be the secret ingredient to effective tablet ad campaigns. Employing the technology a publisher has to offer has always made good sense, but it's even more logical when you're dealing with a device that's chock-full of unique features. In a new campaign for the 2013 Infiniti JX created by Olive Mobile, the brand chose to highlight its model in an immersive 3D ad for the iPad2. The ad includes panoramic views of the car that can be experienced when users employ the same actions they're accustomed to, including tilting and touching the tablet screen.

We don't yet know exactly where tablet advertising is heading, but it's a fairly safe bet that it's going in the same direction as the technology that powers the mobile devices consumers love. If consumers appreciate their tablets, they're bound to look favourably on ad campaigns that showcase all the best these have to offer.




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Tessa Wegert is a veteran media strategist with a background in media planning and buying, content development, ad copywriting, and campaign management. As a prominent industry writer she has been covering digital marketing and technology for leading newspapers and trade publications for over a decade. Connect with her on Twitter (@tessawegert) and LinkedIn.
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