Top 10 Insights for Magazine Tablet Advertising
Kantar Media, 2012
Do you remember when the first tablet was
brought to market? It’s hard to recall a time when
tablets weren’t on our minds. But believe it or not,
the first tablet came to be only a mere two years
ago, when Apple released the iPad on April 3, 2010
and sold 3 million units within 80 days, according to
company reports. Through the end of 2011, Apple
has sold more than 80 million iPads worldwide and
has maintained a pretty commanding market share.
The continued rapid uptake of tablets among U.S.
consumers is reflected in the projection of 54.8
million tablet users by the end of 2012—that’s nearly
18 percent of the total population1
. By the end of
2014, the number is predicted to reach 89.5 million
and then increase to 112.5 million users by the end
of 2016, or roughly one-third of the population2
what are the implications of this rapid multiplication
on your business model? As the tablet technology
has revolutionized consumer behavior, it has
generated significant interest among media owners
as a new platform for distributing content to audiences.
And wherever there’s a media audience, there’s a
corresponding opportunity for advertisers. So it’s no
surprise that marketers are also enthusiastically
exploring how to take advantage of tablets as a
commercial message channel.
Kantar Media’s commitment to provide strategic
advertising intelligence for emerging digital media
has led to our multidimensional internal research
and development program around tablets. Our initial
focus is on the hub of the market, the beloved iPad,
with the first phase R&D focused on:
- Methods for identifying, collecting and coding ad
messages appearing in iPad apps
- Taking an inventory of iPad applications from media
content providers – magazines, newspapers, TV
networks and games
- Analyzing the creative content of ad messages
appearing in a diverse sample of apps from
For our first exploration, we’ve focused our energy
on findings on the last two items. Our goal is to
present a snapshot at a moment in time. Given how
rapidly the tablet ad landscape is evolving, and in
our effort to deliver you clarity, we caution against
extrapolating these findings into the future.
1 EMarketer. March 7 2012.
2 Forrester. March 6 2012.
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