for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Publishers can be forgiven for wanting a do-over when it comes to the Web. Prices quickly cratered and the market became a race to the bottom with teeth-whitening ads traded like porkbellies.
It stands to reason the OPA would trumpet these findings, of course, since they happen to benefit their members. Still, the research does provide a view into the still-new world of tablets. According to the research, about 12 percent of users have tablets, a number that’s expected to rise to 23 percent by next year. Nearly all tablet users have downloaded apps, with 26 percent paying for them.
“That’s directionally telling us there are opportunities for publishers to package their content and find a variety of ways to make that a content available,” said Pam Horan, president of the Online Publishers Association.
What’s interesting is people prefer to consume many types of content on tablets versus the computer. This likely the newness of the device, but does buttress the notion that the iPad is more of a consumption device than a creation device. Another point in that favor: users are more likely to watch longer form content — 56 percent are watching long-form content.
And, it appears, consumers are OK with advertising — for now. About half of respondents say the advertising is relevant or useful. Those are pretty high numbers for advertising, but also not totally surprising for a new device.
More in Media
Adobe relies on Firefly to win over creators
Adobe wants Firefly to do for AI-native creators what Photoshop did for a generation of ad creatives – become the tool they can’t work without.
News UK turns The Times’ first-party data into synthetic audiences for advertisers
News UK is turning The Times’ first-party data into a synthetic audience planning tool for advertisers.
Beehiiv adds even more features to go up against competitors and win over creators
Weeks after podcasts, Beehiiv continues to add to its platform infrastructure to court creators, but is it enough?