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.
-
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.
-
How social media managers are coping with the Twitter debacle
Twitter – once a stable and trusty workhorse for social media strategists – now resembles the most wildly unpredictable social platform in the marketing arsenal.
-
‘A big reset in 2023’: After Big Tech’s mass layoffs, job candidates face intense competition
Recruiters report that 'we've never seen a market quite like this' as tens of thousands of employees flood the market.
-
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
-
Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients
The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity.
-
Member ExclusiveMedia Buying Briefing: Which media will buyers turn to in a soft local market in 2023?
Traditional media including broadcast and print are expected to be hit hard by revenue losses. What will save local from a deeper downward trend next year will be local ad spending on digital, digital out-of-home (OOH) media and connected TV.
