As techies were dazzled by the “retina display” of the iPad 3 released earlier this month, it’s become clear that the tablet is the current frontrunner for gadget of the decade. Since Apple first unveiled their latest hot thing, 58 million have been sold. Apple may still be safely in the lead two years later but several competitors have released their own tablets, many available for several hundred dollars less than the $499 starter price tag on the iPad 3. There’s money to be made, obvious from the fact that Apple has packed three upgrade releases in merely two years. The profitability carries over to advertisers and online retailers; around 77% of iPad owners use it to shop. Shoppers on the iPad had a $123 average order value in December and Android users had a $101 AOV, both outspending the $87 AOV for desktops.
What this data lays bare is that tablets are used for much more than injuring green pigs. Savvy advertisers will look to capitalize on this new landscape, especially as new tablets like the Kindle and Nook claim a growing patch of the tablet market. The organizers of ad:tech dedicated a whole cluster of sessions Wednesday to tablets and several ad:tech exhibitors are innovating tablet marketing. Here’s what to attend to become an expert in engaging tablet-heads.
Wednesday Tablet Sessions
Stay glued to your seat Wednesday in the Tablets section of the conference to get a thorough examination of tablet-users’ habits and tablet marketing strategies. It will be a massive amount of information and several hours of sitting but there is probably no better education out there on this growing subject - one that was just a twinkle in Steve Jobs’ eye a few years ago.
After the keynote, start with “The Tablet Revolution,” a discussion led by Lori H. Schwartz of McCann Worldgroup. Along with David Robinson of AOL, Andrew Solmssen of Possible Worldwide and Harjot Singh, also from McCann, she will dole out plenty of facts and figures about today’s tablet user and what they’re doing when they’re smudging up their iPad.
Schwartz continues the discussion in the next session, “Tablets and Advertising,” where the focus will be on the universe of apps. The panel (Diaz Nesamoney of Jivox, Jonathan Haber of OMD, Hans Deutmeyer of HBO and Gene Liebel of Huge) will explore advertising in apps and creating specific branded apps.
The final Tablet session will be focused on Apple’s lurking competition: “Tablet Wars: Is There an iPad Killer?” The battle-hardened panel will explain their experiences with iPad campaigns versus marketing on other tablets. Led by Mark Donovan from comScore, Inc., the group will include Leslie Darling of Kantar Media Intelligence, David Tucker of Universal Mind and Avi Zimak from Hearst Magazines. The question on everyone’s mind, of course, will be if any of the feisty competitors can topple King iPad from his tablet throne.
Exhibitors to See
If locking yourself down in a chair for all of Wednesday sounds unappealing, try some face time with the companies revolutionizing the tablet advertising market. New York's iEverydayApps.com develops custom iPad apps for their clients, many based on mere ideas. Another custom app developer at ad:tech is Nanostuffs Technology Pvt. Ltd., a company with experience creating apps for the iPad’s many competitors (and the iPad, of course). Modapt, one of the many companies occupying the Mobile Marketing Zone, focuses on creating websites and apps that work on a variety of platforms—smartphones, tablets and beyond.
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech San Francisco event coverage. This series is supported by ad:tech.