Trends Report

Tablet Ads: Premium Engagement At Premium Cost

A Framework For Determining If Tablet Advertising Is Right For You

April 26th, 2011
Elizabeth Shaw, null
Elizabeth Shaw
With contributors:
Sarah Glass , Jennifer Wise , Melissa Parrish , Emily Riley , Sarah Rotman Epps

Summary

Unique features and new types of consumer engagement on tablet devices create challenges for brand marketers as they test a new emerging media channel. To assist with this challenge, Forrester introduces its sweet spot framework to help marketers to evaluate whether tablet advertising is right for their brands. A brand that falls in the sweet spot targets a niche early adopter audience, has a large budget, and has expansive brand goals. Consumers prefer rich media advertising that leverages tablet devices' inherent features, but the creative comes at a premium price.

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