While TV is a “one source horse” -- Time Warner, Comcast, etc. -- tablets draw content from countless sources, notes OMD’s Haber. Needless to say, that presents challenges for media planners.
Potentially more disruptive, says Haber, is tablet’s impact on the business of search. Because of their portability, tablets add an invaluable contextual layer for marketers, according to Haber. Instead of a single platform (Google), however, consumers are using many different services (Yelp, UrbanSpoon, etc.) to search for location-specific information.