Tablets in 2012: Channeling a Creative Revolution
IAB members, email [email protected] to find out how you can join the IAB Tablet Committee.
The IAB Mobile Marketing Center of Excellence held our second tablet event in the IAB Ad Lab last week. A breakfast session focused on the theme of creativity, this event included some intriguing data from Nielsen, inspirational examples of ads and content pushing the bounds of tablet creativity, and a spirited discussion on what 2012 holds for the tablet.
That part of the conversation focused on looking ahead particularly caught my attention. The answers varied broadly and included:
- The rise of the “7-inch” tablet form factor; the question of where smartphones end and tablets begin will be a really interesting and tricky one.
- The web experience on tablets. Delivering a better web experience, or hybrids of web and app experiences, will be a potential game-changer.
- Fragmentation and the lack of standardization. A myriad of screen sizes, app user interfaces, and ad formats all combine to make tablets a great creative opportunity, but a tricky and hard-to-scale one, too.
- The tablet as foundation. Right now tablets enter late in the media conversation. But that could flip: imagine discussions that center on the tablet as the start of the process of designing a new content offering or consumer service.
All great food for thought, and beyond that ongoing issues like the race to be the number 2 tablet, what Apple does next, and how tablets influence and affect overall consumer media consumption behaviors, virtually assure that we’ll have a lot to watch and learn from in the coming year.
The thing that intrigues me about tablets is that, more than any other device today, people see in them any and every device or medium they want to see. For people with a TV heritage, tablets are TVs you can hold in your hands. For people coming from the print world, tablets are the ideal, interactive magazine. And for those from the Internet universe, tablets are the perfect, tactile, portal onto interactive content. And all of these seemingly incompatible views are correct. Tablets really can be all these things, and more.
But given this wonderful, amazing diversity, how do content owners and marketers make sense of the tablet opportunity? As with previous interactive media, this is a place where the IAB can help.
The IAB Mobile Marketing Center of Excellence is turning the Tablet Task Force group into an official Tablet Committee, taking its place alongside the other platform-specific IAB committees. This group will be open to any IAB member company that wants to participate, taking on projects to grow the tablet advertising market and providing an industry-wide forum for discussing how the tablet is evolving as a medium. Interested in joining the Tablet Committee? IAB members please contact Luke Luckett in the IAB Member Services group - we’d love to have you aboard.
About the Author
Joe Laszlo is Deputy Director of the Mobile Marketing Center of Excellence at the IAB.