Tue - 16.01.2018

Tablets increasingly important for advertisers?

Tablets increasingly important for advertisers?

In mid December last year, 10% of adults in the US owned a tablet computer and 10% owned an ebook reader. According to a report published by PEW today, by early January this year both of these figures had jumped to 19%.

The same report estimated that the number of American adults who owned at least one tablet or eReader leapt from 18% in December to 29% in January.

Father Christmas's generosity seems likely to have a big impact on publishers. According to a poll by IDG Connect, 72% of 210 surveyed worldwide professionals say that they bought fewer newspapers after getting an iPad. According to the same research, as Paid Content reports, 70% of participants also said that they bought fewer books.

Although the sample data is small, the trends are obvious: tablet sales are booming, print is losing out.

The numbers are worrying for news organisations that still rely on print as their main source of revenue. The IDG Connect report notes that "for advertising- funded media (newspapers and magazines), the challenges are particularly substantial. Readers who can afford iPads tend to be more demographically desirable than those who cannot."

But for publications that have already have a stake in the tablet market, these statistics may be a blessing in disguise; if news organisations can craft popular iPad apps and communicate the desirability of their new digital audience to advertisers, they could stand to make a lot of money.

In Britain, this is a strategy that The Times of London is already pursuing. In an interview with Paid Content last week, News International digital product director Nick Bell revealed: "the average salary of the (Times') iPad reader is £109,000, over 15 percent of the audience reading the iPad on a daily basis earn in excess of £200,000 a year." Bell concludes: "It's a very attractive audience for advertisers. The volume has decreased but the value of the audience has gone up."

According to research published last week by marketing and media research company Affinity, there's even more reason to believe that tablet advertising could be particularly valuable. Affinity claims that readers were much more likely to respond to ads that appeared in tablet editions of magazines than those that appeared in the printed version. This not only means that they remembered the ads better, but that they are more likely to follow through on them and buy the product.

Tom Robinson, managing director at Affinity, claims in an article in Tab Times that this is because tablets are more engaging that print: "digital obviously offers more opportunities to respond with the interactivity, the links built in, the videos, and that is directly reflected in the fact that we're getting higher reader ad effectiveness scores on the digital side."

Robinson concludes: "The magazines that will flourish and be successful down the road are obviously the ones that are delivering their content and advertising on multiple platforms."

As publishers decide exactly how to divvy up their operations, it looks like tablets will be increasingly important as an advertising market. But this is nothing new. According to Tech Crunch, tablet ad impressions grew by 771% in 2011.

Sources: Pew Internet, IDG Connect, Paid Content (1) (2) Tab Times, Tech Crunch

Image via Flickr


Hannah Vinter


2012-01-23 17:58

Shaping the Future of the News Publishing

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