Jon Haber of OMD, speaking at OMMA Tablet Revolution said when it comes to metrics tablets offer new KPI's. "It really gives us new metrics in terms of how people interact," he said. "Early on we did an ad that was within an app environment, with the accelerometer being a metric: how long someone shook the ad was more important than impressions or clicks. So, with tablets you think about things differently on different screens."
He said that while there is still a heavy reliance on banners, "Apps allow you to create experiences that don't initiate from banner."