Skip to main content

Tablet Advertising: a Salvation for Legacy Marketers


Some traditional marketers apparently can't move on -- they cling to the notion that that the legacy advertising business model can be kept on life-support via new tablet media applications. Recent market studies continue to give them the hope that they crave.

eMarketer reports that the tablet category is going to be a magnet for brand advertisers in 2011. Though many companies had experimented with tablet-like devices -- and eReaders were already a proven entity -- no one had created a gadget that people would actually pay for and use, until now.

eMarketer expects worldwide tablet sales to reach 81.3 million units in 2012, up from 15.7 million in 2010. The Apple iPad will remain the market-share leader through the forecast period, with an expected 69 percent of the global market in 2012 -- that's down from 85 percent share in 2010.

Consumers in the U.S. will be big drivers of tablet sales, accounting for 62 percent of all tablets sold in 2010.

"Because tablets offer so many ways of engaging with content, they represent a huge opportunity for marketers," said Paul Verna, eMarketer senior analyst. “Some brands have experimented with the format by advertising in iPad editions of popular periodicals. Nevertheless, many brands are sitting on the sidelines waiting to see how the tablet market develops."

A Nielsen survey noted that Apple iPad users were more likely than users of iPhones and other connected devices to click on ads of various types, including video, text, multimedia and interactive -- giving yet more false hope to legacy marketers.

The Tablet Ad Bonanza: a Likely False Prophecy
Many believe that mainstream consumer marketers who take the plunge into tablet advertising will be rewarded with an audience that is engaged, predisposed to the Wow-factor -- and therefore primed to purchase.

Survey results indicate that the demographic profile of a typical tablet user is high-income, 18 to 34 years old, male and more likely than average to respond to an ad by completing a purchase -- whether through a tablet app, a website or a phone.

"Just as Apple seized the early-mover advantage by launching a groundbreaking product without the certainty of metrics, brand marketers can edge out the competition by making a bold entrance on the tablet stage," said Verna. "Some improvisation may be required, but the potential rewards far outweigh the risks."

And there you have it; the salvation. Tablet advertising will apparently 'save the day' for those marketers who just can't seem to let go of a bygone era in product marketing history.

Popular posts from this blog

Demand for Quantum Computing as a Service

The enterprise demand for quantum computing is still in its early stages, growing slowly. As the technology becomes more usable, we may see demand evolve beyond scientific applications. The global quantum computing market is forecast to grow from $1.1 billion in 2022 to $7.6 billion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). That's a five-year compound annual growth rate (CAGR) of 48.1 percent. The forecast includes base Quantum Computing as a Service, as well as enabling and adjacent Quantum Computing as a Service. However, this updated forecast is considerably lower than IDC's previous quantum computing forecast, which was published in 2021, due to lower demand globally. Quantum Computing Market Development In the interim, customer spend for quantum computing has been negatively impacted by several factors, including: slower than expected advances in quantum hardware development, which have delayed potential return on inve

AI Semiconductor Revenue will Reach $119.4B

The Chief Information Officer (CIO) and/or the Chief Technology Officer (CTO) will guide Generative AI initiatives within the large enterprise C-Suite. They may already have the technical expertise and experience to understand the capabilities and limitations of Gen AI. They also have the authority and budget to make the necessary investments in infrastructure and talent to support Gen AI initiatives. Enterprise AI infrastructure is proven to be expensive to build, operate and maintain. That's why public cloud service provider solutions are often used for new AI use cases. AI Semiconductor Market Development Semiconductors designed to execute Artificial Intelligence (AI) workloads will represent a $53.4 billion revenue opportunity for the global semiconductor industry in 2023, an increase of 20.9 percent from 2022, according to the latest worldwide market study by Gartner. "The developments in generative AI and the increasing use of a wide range AI-based applications in data c

Global Public Cloud Spending to Reach $1.35T

Most digital transformation is enabled by cloud solutions. Worldwide spending on public cloud services is forecast to reach $1.35 trillion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). Although annual spending growth is expected to slow slightly over the 2023-2027 forecast period, the market is forecast to achieve a five-year compound annual growth rate (CAGR) of 19.9 percent. "Cloud now dominates tech spending across infrastructure, platforms, and applications," said Eileen Smith, vice president at IDC . Public Cloud Services Market Development IDC believes that most organizations have adopted the public cloud as a cost-effective platform for hosting enterprise applications, and for developing and deploying customer-facing solutions. Looking forward, the cloud computing model remains well positioned to serve customer needs for innovation in application development and deployment -- including as data, artificial intelligence