Tablets will surpass Notebook PCs this year for sales, and could soon pass smartphones by as well. Here are five reasons that your business should target tablets specifically in your next mobile ad campaign.

2. Why Target Tablets?
•Tablets represent a massively growing portion of the mobile device
market share.
•Tablets are slated to overtake smartphones in terms of sales within
the next four years.
•Many marketers haven’t quite jumped on the device-specific
marketing bandwagon and don’t entirely understand why marketing
toward tablet users is a whole different ballgame than marketing for
smartphone users.
Here are five reasons
that your business
should target tablets
specifically in your
next mobile ad
campaign.

3. Reason 1:
Tablets Are Taking Over the Market
•Tablets are picking up in popularity fast, especially in comparison to
smartphones.
•According to Pew Internet’s latest device usage statistics,
smartphone ownership in the United States rose from 35% to 45% of
adults between May 2011 and September 2012.
•In that same period of time, tablet usage shot up from 4% of
American adults to 25%, more than double the amount of growth seen
by smartphones.
What does this mean for your ad
campaign? Essentially, these stats
mean that tablets are quickly rising
in popularity, and that designing
ads for tablets utilizes this new way
of reaching a forward-thinking,
tech-savvy population.

4. Reason 2:
Tablet Users Click on More Ads
•The Interactive Advertising Bureau conducted a 2012
study that found that 47% of tablet users clicked on an ad
for more information at least once a week, in comparison
with only 25% of smartphone users.
•Tablet users were 9% more likely than smartphone users to
buy something, download an app, visit an additional site, or
fill out a survey when prompted by an ad.
•Only 23% of tablet users
said that they never
interact with ads, in
comparison to 47% of
smartphone users.

5. Reason 3:
Bigger Screen = Bigger Opportunities
•Marketers can create ads with more vibrant and detailed images and
use additional multimedia.
•With a larger screen size, it’s simply easier for users to navigate and
interact with ads.
•The larger amount of browser-based traffic on tablets means that ad
designers have a more leeway in complexity. This can mean a more
integrative experience for the tablet users.
In a 2012 article for Business Insider,
International Data Corporations VP of
Digital Media Karsten Weide was
quoted as saying, “There is more
traffic on tablets than on smartphones
simply because they are easier to
use.” This is largely based on the size
of the screen.

6. Reason 4: Tablets Are Part of a
Multi-Screen Experience
•Due to their size tablets are generally used more in the
home or office in conjunction with other technologies.
•This provides opportunity for integrative marketing
techniques, especially with the rise of cloud computing,
allowing for the possibility of creating an ad experience
that transcends the limitations of a single platform.
This could mean creating an
ad campaign that links the
music a user is listening to on
their laptop to an interactive,
immersive ad experience on a
tablet.

7. Reason 5: Tablet Users Engage
With Long-Form Media
The nature of tablet and smartphone use differs majorly in another
area: what users are doing with their devices.
•While smartphones are primarily used to check up on social
media, shoot off quick emails, and look up tidbits of information
on the go, tablet users tend to linger over their devices a little
longer.
•Because tablet users are
more likely to use their
device to interact with
“long-form” media, ads feel
like less of a pesky intrusion
and more of an invitation to
browse – as long as the ad is
relevant to what they’re
already doing.

8. Some Concrete Tablet-Specific
Ad Strategies
Optimizing ad campaigns for tablets can have a huge return on your investment.
Here are a few strategies you might use in your tablet-based ad campaign:
• Since tablet users are more likely to click on your ad, why not make
it easier for them? Including a clear, easy to click buy now button can
give your ad an extra boost.
•Because tablets are generally used in conjunction with other
devices, craft a cross-platform campaign that integrates experiences
with a variety of media types.
•Don’t be afraid to get
creative. Tablets offer a
whole new realm of
advertising options, so take
advantage of the possibilities
and users’ willingness to
interact with ads!

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