With so many ways to distribute content, including ads, it can be hard to figure out how to navigate what is right for your brand or publication. If you are a brand, you have to figure out which publications that serve your audience are offering tablet versions of their content. Within those comes choosing which of those publications is going to give you the best return on your investment. For publications, it’s all about deciding whether a part of your demographic can be captured via tablet. If so then making your content tablet-friendly can be a huge benefit in addition to print and other forms your content appears in currently. If not, it’s still a good idea to pay attention because the market is new and will be growing and changing in a way that could someday make sense for you to jump in too. For now, the fact remains that this is a newer market where there are no concrete rules or regulated across-the-board pay wall forms. This market is still searching for its foothold, but can be a valuable tool to utilize. Time to break down the negatives and positives of offering tablet-friendly versions of your content and advertising on this platform.
1) Tablet audience is not established: Currently its demographic skews 18-29 and the wealthy, with mostly a male audience http://bit.ly/qc9LHe. If your target demographic is not a frequent tablet user yet then tablet content is not a viable option at this point in time.
2)Lack of rules and across-the-board payment models: Unlike other forms of media the rules and payment models are not clear, they are still in development. More options can make it confusing for both consumer and publication or brand to navigate. If it’s not user-friendly then it becomes inconvenient, and if it’s inconvenient then that spells trouble for its popularity growth and benefits in general.
3) No established metrics for measuring tablet ad engagement: With new media come new forms of engagement and new ways to measure that engagement. How do you measure tablet ad engagement within a tablet publication? I haven’t heard of any definitive way to measure this kind of engagement yet. Perhaps I’m wrong and it does exist. Even so, it would not be developed enough at this point to get a complete picture of how users are interacting with your content. This could make it hard to see exactly how your bottom line is impacted.
Yet, these same negatives can also be seen as positives.
1) According to eMarketer, tablet audiences so far lean towards the 18-29 demographic as well as the wealthy http://bit.ly/qc9LHe. A lot of research has shown that the 18-29 demographic is a very influential demographic. Also, one can’t forget the wealthy demographic that tablets attract, which means major purchasing power and more revenue for your publication or brand.
2) Room to experiment: On the positive note, eMarketer states that you are not restricted to a certain payment model http://bit.ly/q8R6a3. Bottom line? Room for experimentation means space to figure out what works best for you.
3) Ads are well-received by the majority of newspaper and magazine app users: According to eMarketer, 46% of these types of tablet users found ads to be relevant, unique and interesting. What it comes down to is this is a new way to break through the ad clutter and offer up something new that registers with consumers and attracts new ones. Although this is obviously based on survey respondents, and not a complete overall picture, it still bodes well for advertising on tablet content and offering tablet content in general. Successful advertising on tablet content and successful tablet content means more revenue for publications and brands alike.
Basically, the tablet is new, but it offers up some positive signs that it is worthy of your consideration and participation. Just look at the recent Conde Nast example http://bit.ly/pXsb9G. If this is any indication, tablets could be a publisher’s and advertiser’s new best friend. Now I’m not psychic and I don’t pretend to have all the answers as to whether a new trend will ultimately succeed or fail. The best I can offer are three key points that can be viewed positively or negatively. The rest is up for you to decide.