YuMe creates new mobile video ad units to target tablets

In order to better target tablet owners, YuMe in late November announced a number of new offerings that will create and present custom ads for mobile specifically tailored to the needs of tablet users.

Posted on Dec 7, 2012 by YuMe

In order to better target tablet owners, YuMe in late November announced a number of new offerings that will create and present custom ads for mobile specifically tailored to the needs of tablet users.

The technology and mobile video ad offerings allow for greater interactivity between brands and consumers, providing a new arrangement by which video advertisers can target and reach the growing tablet marketplace. For example, YuMe's offerings will allow for HTML5-designed videos that can add a greater degree of customization for mobile video ads, and allow for multi-screen campaigns or for tablet-specific efforts.

Benefits of advertising on tablets
Brands that have long relied on TV, print and other more traditional mediums to advertise themselves may now be missing out on an enormous opportunity to reach a growing population of mobile device users. Nielsen reported earlier in December that more than 50 percent of Americans now own a smartphone, and an estimated 20 percent of U.S. households have a tablet.

In particular, video advertisers who rely solely on TV advertising should consider using more tablet-optimized video ads, as the mobile device may soon become the go-to screen in many U.S. homes. For example, a YuMe-sponsored December 7 Business Insider article reported that 41 percent of tablet owners use the mobile device while watching television.

That tablets are so frequently being used is big news for brands looking to start multi-screen video ad campaigns, especially considering 36 percent of tablet owners between 35 and 54 and 44 percent of those aged 55 to 64 used a tablet to look up information about the television programming being watched, BI reported.

These statistics also reveal another advantage of advertising on tablets, namely that they generally appeal more to an audience not normally associated with the adoption of new technologies. According to Nielsen, the average tablet owner is older and more affluent than the average smartphone user, which means that even brands targeting non-Millennials should consider advertising on mobile devices.

Potential pitfalls of tablet advertising
While video advertisers should more earnestly turn to tablet-based online video ad campaigns, the format is not without its pitfalls. Laura Stampler wrote in a November 15 Business Insider article sponsored by YuMe that there are many careful considerations that brands should make before starting a tablet-centric effort.

In particular, brands should understand the perceptions that still surround tablets before starting a targeted campaign. For example, many websites are still not optimized for tablet screens, so online video ads appearing on these sites are likely not as effective as they could be. In addition, Stampler wrote that  video advertisers should develop the best possible spot and to have metrics in place for measuring an ad's success.

Another important distinction that brands should make with their mobile video ads is that a smartphone-based campaign may not translate well onto tablets, according to the BI article. While both devices are thought of as mobile technology, consumers often have significantly different ways in which they view and interact with a tablet versus a smartphone.

"Both devices should be treated differently when planning for a campaign – the user experiences, audiences and engagement of tablet devices are very different from mobile [phones]," said Amy Vale, Mojiva's vice president of global research and strategic communications, according to BI. "Tablet is far more of a laid back, immersive experience, whereas mobile is transactional snippets of information.Tablet devices also tend to be one piece of a multi-screen experience and are predominantly used in the home (while simultaneously using other media). The type of content and activities performed by users on tablets is often long-form such as reading news articles and watching videos."