That was part of OMMA Tablet "Planning" panel moderator Thom Kennon's warm-up, and it got my attention.

Mark Silber executive creative director Joule said avoid fighting the last war when it comes to thinking about tablets. When we first started doing web sites we did brochure ware. you would do what worked before. in early days of TV it was 'lets take radio and have announcer read it to you.' That's fighting the last war: looking at tablets and saying 'It's sort of shaped like a PC and a little like a smart phone.' What I do is say let's think about what the user is actually doing. and walk through stages they are going through."

On the premise that we learn more from our failings, Thom Kennon, SVP Director of Strategy at Y&R, wants to know how, where, and why his OMMA Tablet panelists have messed up...

"If you're 30-years-old, and you judge your life by iPad lifecycles, you will probably live to see the iPad53," OMD's Jon Haber said, no doubt driving the share value of client Apple's stock up for that many iPad Years.

Kruger emphasized that you don’t necessarily have to reinvent the wheel to launch content on a tablet. He pointed out that Buick, working with Digitas, relaunched its Moment of Truth campaign from last year in an HTML5 tablet-friendly format, repurposing content from the original effort. That includes video, blogs, and catalog information on all Buick models. Social media content was constantly fed in to help keep content fresh. More than 70% of views wound up coming through tablets. It also reused content in updating the Human Highlight Reel mobile site it created with the NCAA. “You just have to make …

The auto industry is typically on the leading edge of online ad innovation. So where does Detroit stand on tablets. In the second keynote of the day, Jim Kruger, digital and social media manager, Buick, declares we’re in the post-PC era. The tablet has given the brand the chance to reach “a whole new generation of buyers.” Who are they? Tech-savvy, early adopters, who want a more immersive experience. They expect the same or better experience than on PC or laptop. With tablets, you have target the right audience and not disrupt their experience with interruptive ads. In 2010, Buick …

The auto industry is typically on the leading edge of online ad innovation. So where does Detroit stand on tablets. In the second keynote of the day, Jim Kruger, digital and social media manager, Buick, declares we’re in the post-PC era. The tablet has given the brand the chance to reach “a whole new generation of buyers.” Who are they? Tech-savvy, early adopters, who want a more immersive experience. They expect the same or better experience than on PC or laptop. With tablets, you have target the right audience and not disrupt their experience with interruptive ads. In 2010, Buick …

Live at the OMMA Tablet conference, Jim Kruger, Digital and Social Media Manager at Buick, is discussing the brand's tablet strategy, which he says has helped Buick reach "a whole new generation of buyers" -- specifically, "early adopters," and "people interested in culture and connectivity."

What kind of different interaction is OMD seeing? Haber said one of the main things is the kind of behavior touch drives. Being ablet to shake an ad, for instance. You start to think about things differently based on capabilities of device. And since people are multi-tasking less on tablets it offers advertisers a less cluttered environment than the desktop Web. You can take users into a deeper experience through banners like the iAd or other formats. He emphasized that there’s more that can be done from a creative perspective that the Web or analog media.

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."  …