Advertising Technology

SponsorPay’s Joseph Vito DeLuca: Tablets Will Be Crucial for Brands in 2013

Joseph Vito DeLuca is Marketing and PR Manager at SponsorPay, the leading global cross-platform advertising solution for the monetization of premium content or virtual currency on social networks, virtual worlds, mobile apps as well as online games and services.

According to lpsos, a projected one-third of U.S. consumers planned on purchasing a tablet during the holiday season. Furthermore, Vuclip found that 57% of those stated that they expect to purchase a tablet by Christmas Day, with 30% indicating they plan to take home an iPad. With so many consumers flocking to this device, a tremendous opportunity lies within mobile advertising. However, a number of marketers are still unsure how to leverage the rapidly growing and developing space, but there are a number of ways to effectively reach consumers on their tablets.

Take Advantage of the (Screen) Size

One of the unique benefits of the tablet device is size. Its large screen makes it highly enjoyable to watch videos, while its overall size and lightweight design make it extremely portable. These attributes give it a leg up on televisions, smartphones and desktops when it comes to video viewing. According to a ComScore study, tablet users are nearly three times more likely to watch videos on their device compared to smartphone owners, and tablet users averaged 30 percent more viewing time per session compared with desktops, according to data released by Ooyala.

One of the most effective and frictionless ways to engage with tablet users is by presenting them with branded video ads. Lengths ranging anywhere from 30 seconds to several minutes can be streamed with great success. According to a report by Adobe, tablet users are among the most engaged, as completion rates on mobile devices are the highest of any environment (94 percent).

Give Consumers Something of Value

Today’s inundated consumers are bombarded with tens of thousands of messages on a daily basis, most of which are unsolicited and non-beneficial to the consumer. A much more effective way of reaching individuals is through value-exchange advertising. The value-exchange format offers consumers access to premium online content in return for opt-in brand engagement.

This form of unobtrusive advertising is among the most engaging, therefore one of the most effective ways to reach consumers. By providing consumers with something beneficial to them, a win-win scenario is presented, hence creating positive sentiment towards your brand. The value-exchange format is particularly effective on tablet devices, where time spend and engagement levels are constantly increasing.

Integrate the Devices into Your Overall Strategy

In today’s landscape of multiple platforms and advertising tactics, a holistic approach must be taken towards marketing. There are far too many silos, especially in the realm of video. The best approach to take is to integrate your tablet tactics into your overall marketing strategy.

In a Nielsen survey, 88 percent of US tablet owners say they have had both their tablet and television on at the same time – a perfect opportunity to create a multi-screen campaign with multiple touching points between brand and consumer. For example, instead of simply airing a traditional television spot, you can add a call to action to the commercial, such as a hashtag prompting consumers to engage with your brand via Twitter. Since many consumers will have their tablet in their grasps, they are likely to continue the interaction through social media.

Multi-screen campaigns have had astounding success; according to research from Videology, brand recall increases 70-300 percent when campaigns are run across multiple screens.

Keep Your POS in Mind

Tablets have had a profound impact on sales, both online and offline. Not only are brick and mortar locations affected by tablet campaigns, but tablets are also becoming one of the biggest points of sale. Many of the same attributes that make tablets attractive for video viewing make them equally as appealing for browsing and shopping. While many consumers flock to crowded shopping malls and stores, a growing number are shopping from the comfort of their own homes via their tablet devices.

From Q1 2011 to Q1 2012 traffic to eCommerce sites has increased on tablets by 348%. Additionally, tablet users are inclined to make bigger, more frequent purchases than smartphone and traditional PC users, according to a study from Forrester Research.

The tablet platform is ripe with opportunities for mobile marketers. As more consumers adopt the device, its influence and impact will only increase. Moving forward, it will be imperative to reach consumers on all touching points, especially tablets.