Tailor Made: Ad Platforms Cater To Tablets


Mixpo released a platform that lets brand advertisers deploy video campaigns on tablets. Through a Web-based studio, publishers can add interactive pieces to the campaign and tailor the tablet ads based on geography, time of day or message sequencing.

The technology automatically determines the consumer's device and deploys the appropriate ad, for either a Flash or a HTML5 version. For tablet in-app campaigns, the technology also segments ad performance by platform, giving advertisers data on ad consumption and engagement.

Brands will continue to see companies similar to Mixpo create the ability to segment ads and serve up content on tablets as sales continue to steadily increase. While the research firm Gartner forecasts consumers will purchase approximately 300 million tablets by 2015, a joint study from the Online Publishers Association and Magid Associates suggests advertisers should expect 23% of the U.S. population to own a tablet by early 2012 -- up from 12% today, about 28 million U.S. Web users.



The iPad represents about 89% of tablet traffic across all markets, according to comScore. In the U.S., that number stands at 97%. The stats are part of a Device Essentials report on digital traffic by device, including computers, mobile phones, tablets, music players, e-readers and games.

Apple has sold about 25 million iPads globally, but hardware competitors running Google's Android operating system have been playing catch up. The search engine launched a new version 3.1 -- Honeycomb -- earlier this month, but many viewed the earlier versions -- Android 3.0.1 -- as "unpolished," according to Richard Shim, senior analyst at DisplaySearch.

"The Android universe is going through some growing pains, and the OS is one of a number of challenges that the ecosystem is slowly overcoming as it tries to compete more effectively with Apple and the iOS," Shim wrote in a blog post.

Google's new version 3.1 offers many positive enhancements, according to Shim. One such enhancement includes an encrypted storage card device policy recognized by devices with emulated storage cards and encrypted primary storage, a feature that specifically meets the needs of tablet users.


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