© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 1
o you remember when the rst tablet wasbrought to market? It’s hard to recall a time whentablets weren’t on our minds. But believe it or not,the rst tablet came to be only a mere two yearsago, when Apple released the iPad on April 3, 2010and sold 3 million units within 80 days, according tocompany reports. Through the end of 2011, Applehas sold more than 80 million iPads worldwide andhas maintained a pretty commanding market share.The continued rapid uptake of tablets among U.S.consumers is reected in the projection of 54.8million tablet users by the end of 2012—that’s nearly18 percent of the total population
. By the end of 2014, the number is predicted to reach 89.5 millionand then increase to 112.5 million users by the endof 2016, or roughly one-third of the population
. Sowhat are the implications of this rapid multiplicationon your business model? As the tablet technologyhas revolutionized consumer behavior, it hasgenerated signicant interest among media ownersas a new platform for distributing content to audiences. And wherever there’s a media audience, there’s acorresponding opportunity for advertisers. So it’s nosurprise that marketers are also enthusiasticallyexploring how to take advantage of tablets as acommercial message channel.Kantar Media’s commitment to provide strategicadvertising intelligence for emerging digital mediahas led to our multidimensional internal researchand development program around tablets. Our initialfocus is on the hub of the market, the beloved iPad,with the rst phase R&D focused on:
Methods for identifying, collecting and coding admessages appearing in iPad apps
Taking an inventory of iPad applications from mediacontent providers – magazines, newspapers, TVnetworks and games
Analyzing the creative content of ad messagesappearing in a diverse sample of apps frommagazine publishers
For our rst exploration, we’ve focused our energyon ndings on the last two items. Our goal is topresent a snapshot at a moment in time. Given howrapidly the tablet ad landscape is evolving, and inour effort to deliver you clarity, we caution againstextrapolating these ndings into the future.
EMarketer. March 7 2012. <http://www.emarketer.com/Article.aspx?R=1008886>.
Forrester. March 6 2012. <http://www.forrester.com/home#/US+Consumer+Tablet+Forecast+Update+2011+To+2016/quickscan/-/E-RES61458>.