Are agencies, and their clients, missing a tablet trick?

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Rakesh Thakrar Global Business Development Director Imagine Mobile

Remember how the oracles of advertising heralded the year of mobile year after year? Well, now, that mobile has fully entrenched itself on the marketing conscience, the focus has now shifted to tablet.

So does all the hype mean that agencies and their clients are now tablet ready? Unfortunately, not in all cases.

Those of you who use a tablet regularly may have noticed that whilst some ads are all-engaging and interactive, the majority, particularly full page units, are somewhat flat and static. It seems that advertisers aren’t evolving quickly enough to make the most of the many new tablet opportunities that have presented themselves over the last 18 months.

The advent of the tablet, particularly the iPad, has provided those of us who live and breathe mobile marketing with wonderful new toys to show off what we can do. At Imagine, we have been lucky enough to do this for many global brands, making use of larger screen sizes and functionalities such as ‘swipe’ and ‘shake’ to build and run truly engaging creative units in premium publisher environments (many of which have been global firsts). Furthermore, delivering our campaigns through Inspired™, we have been able to pull reams of bespoke engagement metrics that now allow marketers to see exactly how their target audiences are interacting with their creative.

So why are many agencies and brands still grappling with the basics of tablet?

The challenge for many advertisers is the evolution of the audience experience on desktop versus tablet, which I’m sure in itself is keeping them extremely busy. Secondly, creative implementation across the diverse mobile eco-system (platform and ad-serving) is something that many are still coming to terms with. Simply put, delivering creative solutions in such dynamic environments has left many agencies without the in-house expertise to deliver.

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