Why video advertisers should love the iPad mini

Tablets are already one of the best devices for reaching consumers with internet video advertising, and the new iPad Mini is likely to make online video ads even more effective.

Posted on Oct 24, 2012 by YuMe

Tablets are already one of the best devices for reaching consumers with internet video advertising, and the new iPad Mini is likely to make online video ads even more effective, Anthony Wing Kosner, a content strategist and developer, wrote in an October 23 article on Forbes.

According to Kosner, mobile devices such as smartphones and tablets have thus far proven to be unsuccessful mediums for traditional display banner advertising. While internet-enabled mobile devices are becoming more popular, the only type of spots that do well on these devices utilize rich media like internet video ads.

In addition, the larger screen size on tablets provides end users with a more rich and engaging experience than what is experienced on the smaller screen of a smartphone. According to statistics cited by Forbes, online ads seen on a tablet have twice the engagement rate as the same spots viewed on a smartphone.

While it would seem that larger screens yield better results for video advertisers, that might not necessarily be the case. Forbes reported that when it comes to mobile devices, seven-inch screens seem to perform the best. For example, ads viewed on the seven-inch Kindle Fire were found to have higher rates of consumer engagement than ads seen on 10-inch tablets like the iPad 3.

Why advertisers should leverage Apple's market share
Apple has the largest market share in the tablet realm, and the introduction of the iPad Mini could mean that video advertisers can now target a mobile device that combines the best name recognition in the industry with a screen size shown to be most effective at reaching consumers.

"[M]obile advertising that is tailored to the specific device and the specific context do much better than generic advertising picked up from the desktop," Kosner wrote. "Video is a key component in mobile advertising because the tablet context (even in an educational setting, sorry to say) is about entertainment. And the multi-device context creates the opportunity to script marketing messages in a story-line form across different screens."

Another benefit for brand advertisers offered by Apple's latest tablet is that spots do not need to be reformatted for the new device. Often, companies need to tweak their applications and mobile video ads depending on the device's operating system. Since Apple's iPhone and iPad are already big sellers in the mobile device marketplace, many brands already have offerings developed for Apple's OS that can easily be shifted for the iPad Mini, ADOTAS reported.

According to Online Media Daily, Apple anticipates selling at least 10 million iPad Minis during the last three months of this year.