Growing TV Viewing via Tablets to Prompt Ad Redesign

Now that millions of consumers have purchased tablets, the device is becoming the second most preferred way to watch full-​length TV shows. As the viewing of TV content changes, marketers will need to reconfigure some of their ads. Optimizing the ads for the tablet devices will ensure the best experience for the consumer and put the marketer in the best light.

Currently, the typical tablet owner uses the device on a daily basis. Most tablet use, 85%, is for personal, not business reasons. And 77% of tablet use occurs at home. Consumers most likely to watch TV on tablets are between 18 and 24 years old. But research indicates that a growing number of consumers across the board are watching TV on these devices. About 15% of the viewing of full-​length TV shows is done on tablets and consumers generally say they prefer the device over computers for this purpose.

The shows mostly likely to be watched on a tablet are comedy and music.  In addition, tablet owners who  download and subscribe to streaming apps are more likely to watch TV on these devices.

This shift in consumer behavior means advertisers will need to rethink their strategy about creating and developing ads for this platform. In some cases, an in-​app ad may be the way to go. In other cases, a web ad on a tablet-​optimized site may make better sense. As the technology continues to change, marketers will be constantly evaluating how their ad campaigns are reaching an audience fragmented by platform and device.

[Sources: Tablets are Leading Alternative For Full-​Length TV Show Viewing After TV. Viacom​.com. 17 Apr. 2012. Web. 24 Apr. 2012; Table Buyer’s Guide: Advice for Advertising. IAB​.net. October 2011. Web. 25 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.