So, where does an advertiser start with tablets? Scale and standardization, said Chris Needham, VP of Interactive at Fidelity Investments, during his opening keynote at OMMA‘s Tablet Revolution
conference. But, is a tablet a portable pc, or a truly mobile device? Let’s call it a truly portable device, which consumers are using everywhere, including in their own homes, said Needham. How
are people using it at home? As a multi-tasking device anywhere in the home -- for guys, that includes the bathroom. For Fidelity Investments, what are Needham’s tablet-related goals going
forward? Advertise out of category, first and foremost. Then PR. Oh, and he really want to use tablets to tell “bigger stories.” Bigger picture, the goal is shifting from a brand play to
driving revenue.
