3. THEY WERE BORN RICH. TABLET ADS DIDN ’ T GET RICH QUICKLY. Rich execution for Chase Sapphire ® by T3 and Medialets launched in The NYTimes iPad app the same morning the iPad was first available for purchase.
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5. TABLET AD STANDARDS ARE STILL TAKING SHAPE Tablet app design, functionality, and ad placements can vary significantly.
7. A PRIMER FOR TABLET ADVERTISING Eric Litman, CEO, Medialets @medialets http://www.medialets.com/
Editor's Notes
Establishing that we’re not here to discuss a revolution that is GOING to happen, it’s already happening.
(Rich execution for Chase Sapphire ® by T3 and Medialets launched in The NYTimes iPad app the same morning the iPad was first available for purchase.) This is where we establish that unlike other media, tablet ads started out rich. The SIZE and USAGE of tablets lends itself to deeper brand experiences. This means there is a USER EXPECTATION for ads that do more. The other point is the DEMOGRAPHICS of tablets users: they are AFFLUENT. (recent comscore stat: 49.4% of ipad owners earn 100k or more annually)
This is where we talk about the OPPORTUNITY. This is where we make a point that tablets are a catchall for other media – and media budgets. Tablets, like mobile, shouldn’t be in a silo when it comes to buying and planning. We can talk about how we’re working with magazines and newspapers as well as radio and tv, etc. The segue to the next slide is that they all may approach app development (and thus) advertising a bit differently.
This is “Getting practical” slide. Advertisers must consider variables like orientation, ad slots. Example: TWC uses banner ads built into the page, whereas The Daily has a swipe-able page turn that works well with magazine-like full page ads. Example: How Page Swipe Works This means you need to consider functionality when creating an ad. Consider whether the ad placement in question is going to be swipe to dismiss or an overlay. Many iPad publications use a navigation paradigm where the user swipes the screen to "turn the page" of the publication. If the ad is swipe to dismiss, then any swipe or drag actions in the Creative need to be considered very carefully to strike the balance between allowing the user to easily engage with the swipe/drag actions in the creative (if any) and also intuitively dismiss the advertisement when desired.
IMPACT SLIDE -What can achieved – not just brand lift, but also take users into the funnel. Transactions, social media, drive loyalty AND action with (for example) calendar reminders This is a good time to mention many of our tablet ads are seeing long DURATION, with an average of 30 seconds for rich iPad interstitials. What can be measured – Engagement, CTR and ANY action.
