IAB Tablet Buyer’s Guide

“The 10 (Or More) Commandments for Tablet Advertising,” an IAB Ad Lab Event


The tablet market has experienced rapid growth over the last 18 months. It has outpaced other device or media categories at a similar point in its lifecycle. Tablets offer consumers a more ubiquitous, personalized, intimate and interactive way to access content. Advertising on tablet devices allows marketers to deliver an accountable and powerful brand message literally into the hands of your consumers.

In 2010 there were 9.7 million tablets sold in the U.S. representing 3% of the U.S. population. Of those 9.7 million, 8.5 million were Apple iPads (88%). Apple reported that it had sold nearly 29 million iPads from the initial launch of the product in April 2010 through July 2011.

Today, tablet advertising opportunities exist in two main forms: through the internet browser (either to tablet-optimized or to standard web sites) and via applications (“apps”). According to a recent Forrester Research study, internet browsing accounts for the majority of tablet usage to date. Only 16% of the tablet population claims to spend more time using apps than internet browsing. Nearly 50% of tablet users claim to spend an even amount of time between apps & internet browser making it important for marketers to have exposure in both.

This guide offers concrete advice for adding tablet advertising to your campaigns. It is intended for marketing and advertising agency staff (both creative and media planning) looking to learn about the state of advertising on tablets today. Because tablets are still a new and evolving platform, many aspects of the device, particularly with regard to metrics and buying media, are changing quickly. The IAB expects to revisit questions and topics of this report over time, updating and revising as the market matures.