With tablets often squeezed into existing digital budgets, it places a premium on how brands invest in the platform. Derek Fridman, creative director, SapientNitro, says clients typically want to create content that they can create once and roll out to all different platforms. But “code once and deploy on multiple platforms” isn’t as easy as it sounds. So the best bet is to go with whatever a brand considers the core platform for its audience, typically either iPhone or Android. Alex Schmelkin, however, argues for building a tablet-optimized site first as a way to reach the widest audience to start. The plus is that it doesn't require uses to find and download your app. The Web approach removes a barrier.