Tablet advertising leaves smartphones in the dust

Mar 01, 2013 by Emmanuelle Trecolle
A man looks at his mobile phone during the 2013 Mobile World Congress in Barcelona on February 28, 2013. Mobile advertising is soaring and growing in sophistication, industry analysts say, but the money is pouring into tablets at a much faster rate than their smaller smartphone rivals.

Mobile advertising is soaring and growing in sophistication, industry analysts say, but the money is pouring into tablets at a much faster rate than their smaller smartphone rivals.

The days when was restricted to SMS text messages are long past, and an array of advanced solutions was on offer at the world's biggest mobile fair, the Congress, in Barcelona this week.

Now, mobile owners are being targeted by interactive videos and offers that are tailored to users depending on their tastes and whereabouts as revealed by their online activity.

Tablets, which offer greater screen space, are racing ahead of smartphones in the battle for advertising money, observers say.

According to a forecast by international consultants Deloitte, in 2013 tablets will generate $4.9 billion (3.7 billion euros) in compared to nearly $3.4 billion for smartphones—and the gap is only expected to widen.

Advertising on tablets is set to grow 50-55 percent in 2014, compared to 30-35 percent for smartphones, Deloitte said.

The big change is that the devices can now identify and locate the customer, allowing advertisers to make personalised offers using existing data and information flowing in from the or tablet.

"If you tap 'beauty products' on a smartphone in the afternoon while you are in the street it is not the same query as tapping it on a tablet while sitting on the sofa in the evening," said Philippe Leclerc, one of the founders of Ad4screen, which operates in about 50 countries.

"In one case you will be sent to the nearest beauty shop, in the other to an online store," he said.

But tablets and smartphones are much more than just a new advertising platform, said analyst Thomas Husson.

"We are seeing a change in with the mobile which is moving into shopping, banking and travel," Husson said.

Brands have to adapt to the new environment, he said, optimising websites for portable devices and learning to interact with consumers in real time.

"All advertisers are putting money into their websites but they don't decide what device people will use to connect to it," said Leclerc.

Tablets and smartphones are increasingly able to detect the user's position, the speed at which he or she is moving and even the height, paving the way to new services.

"If you arrive in a shopping centre car park we can offer you information about available parking spaces. When you are on another floor we won't offer the same type of service," Husson said.

The new, interactive possibilities opening up to advertisers require a change in culture and specific skills, which mean substantial investments, Husson said.

Importantly, customers must perceive the service as a beneficial, and not as an invasion of privacy, if they are to willingly share their data, he stressed.

Explore further: It's down to the wire for online shopping

add to favorites email to friend print save as pdf

Related Stories

Mobile ads boom raises privacy concerns

Feb 17, 2011

A boom in mobile adverts that can target individual smartphone and tablet users is raising deep concerns over the protection of private data, industry leaders say.

Tablets, smartphones to outsell PCs in 2011: Deloitte

Feb 10, 2011

Sales of tablets and smartphones will outnumber personal computers this year as consumers begin using a wider variety of devices to access the Internet, according to a study by the Deloitte consulting firm.

Recommended for you

It's down to the wire for online shopping

2 hours ago

As the holiday shopping season winds down, FedEx, UPS and online retailers are using the last few days to try to avoid the problems that occurred last year when severe winter weather and a surge in late orders ...

China's Xiaomi raises more than $1 bn in funding

Dec 21, 2014

China's top smartphone seller Xiaomi Corp. is raising more than $1 billion in a fresh round of funding, a move which would raise its valuation above $45 billion, a report said Sunday.

Why the Sony hack isn't big news in Japan

Dec 20, 2014

Japan's biggest newspaper, Yomiuri Shimbun, featured a story about Sony Corp. on its website Friday. It wasn't about hacking. It was about the company's struggling tablet business.

Sony faces 4th ex-employee lawsuit over hack

Dec 20, 2014

A former director of technology for Sony Pictures Entertainment has sued the company over the data breach that resulted in the online posting of his private financial and personal information.

Sony tells AFP it still plans movie release

Dec 20, 2014

Sony Pictures boss Michael Lynton denied Friday the Hollywood studio has "caved" by canceling the release of "The Interview," and said it still hoped to release the controversial film.

2012 movie massacre hung over 'Interview' decision

Dec 19, 2014

When a group claiming credit for the hacking of Sony Pictures Entertainment threated violence against theaters showing "The Interview" earlier this week, the fate of the movie's big-screen life was all but ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.