Tablet Media Planning: 101

PHD Mobile Director Sal Candela says to think of tablet planning in terms of “consumer gateways.”

He described the first as “tablet-ized magazines and newspapers,” another as simple tablet browsing on conventional websites, and another as “personalized content curation apps like Flipboard.”

Candela said the big trick is figuring out “what the best message to give somebody” in each gateway is the key, adding, “It’s not just about slapping an ad on something.”


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