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Tablets are now a solid fixture in the mobile ad ecosystem, according to a new report. However, the format hasn't been fully exploited yet, in spite of the tablet's strong presence in the mobile world, thanks to Apple's iPad. Non-phone mobile devices -- primarily, tablets -- accounted for 20 percent of all impressions for Q1 2012, compared to 15 percent in the first quarter of 2011, according to Millennial Media's latest mobile advertising report. Tablets are an ideal channel for advertisers, because consumers are more willing to watch premium, long-form content on such devices, said Caitlin Spaan, VP of marketing at Ooyala.
Yes, there's tremendous growth in tablet usage, but advertisers are finding that in the rush to execute mobile ad programs the mobile ad world is still in its infancy. Mobile ads are great for branding and awareness, but what I've seen is that the conversion to purchasing doesn't happen on a grand scale. Really, it comes down to functionality on the mobile device - consumers are less likely to purchase through a site that isn’t optimized for mobile viewing and dealing with entering personal information on a small touchscreen. - Avi Bibi, AdMedia
