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Comparing In-App Advertising and Tablet Optimized Website

By Amy Xiong on Thu, Dec 01, 2011 @ 05:06 AM |

Tablet Video Blog End of Series from Scott Olson on http://vimeo.com.

Tablet advertising opportunities seem similar to mobile, but the tablet medium is different. When incorporating the tablet advertising into your campaign you need to keep this in mind and differentiate between the two. Tablets are used when consumers are more relaxed; this means they are more inclined to interact with your ads. Don’t just take our word for it. You can watch a brief video of Sean Crawford, Adap.Tv, comments on tablet advertising: Adap.Tv on mobile and Tablet Ad Opportunity.

There are five different types of advertising for tablets through in-app advertising and tablet optimized websites.

Sponsorship: It can include integration and is 100% share of voice. This means there will be no other advertisers trying to attract the attention of your audience.

Full-screen ads: These ads are commonly found in magazine-style apps. It takes up the whole “page” between or within articles. It can be static or include video, animation, slideshows or use tablet features like the accelerometer, camera, etc.

IAB web standard ad units: These are IAB Medium rectangle and IAB Leaderboard. It is designed into the content of apps. Similar to full-screen ads, these allow you to create static ads or include video, animation, slideshows or use features like the accelerometer.

Custom or unique in-app ad units: These in-page units are designed to complement the overall design of a specific publisher’s app. It can be static or include video, animation, slideshows or use features like the accelerometer comparable to IAB web standard ad units.

Video ads: These ads feature video creative. It is found in video-centric apps. It can run as pre-, mid-, or post-roll and can also be found between different game levels.

In-app advertising includes all of the above five opportunities for advertising. However, some apps might only allow for one type of ad opportunity while others can have a combination of the five advertisements.

In regards to tablet browser opportunities, they are similar to that of in-app advertising. It is possible for you to advertise with sponsorship, in-page ad units, and full-page interstitials. However, it is more common to have IAB standard ad units for tablet browser ads. Also, tablet browser ads are less capable of using accelerometer, camera and other features compared to the in-app ads.

There are benefits and disadvantages to each type of advertising on the tablet. The best bet would be to use a combination of the in-app and tablet browser advertising opportunities. You should also be sure to measure your advertisement mediums as every company is different. This will help you implement the best advertising solutions for your company. Google AdWords has also played an important role in helping with the move to tablet advertisements.

You have the option of creating an app-like website and can try to achieve this through your advertisements as well. If you go this route, tablet users don’t have to download anything to get access to your website. However, the demographic of who will see your advertisement is less specific. A company called Shaw Media incorporated the features they like about apps into their website. They were able to achieve the best of both worlds.

The link below takes you to a story about how Shaw Media combined features from app development in to their tablet friendly site: http://www.inlandpress.org/articles/2011/04/26/knowledge/online/doc4d5d42937869a259962152.txt


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