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Direct Response Marketing

Agency Executives to Increase Ad Spend in Tablet Video, Data Shows

20 Jun, 2012 By: Jackie Jones

SAN FRANCISCO – More brands and marketers are planning to increase spending for cross-platform buys this year, including those on tablets, according to BrightRoll’s annual survey of agency executives.

Thirty percent of agency executives expect online video to be the area with the largest increase in spending for 2012, while 50 percent said they plan to increase ad spend in tablet video specifically, BrightRoll’s online video survey found.

“A significant opportunity exists for advertisers to take advantage of marketplace dynamics to optimize the performance of campaigns,” BrightRoll said. “Most notable, we found a surprisingly small difference in price amongst high and low performing sites, indicating there is an opportunity for advertisers to improve performance without incurring substantial incremental cost. A central advantage of exchange-based video advertising purchases will be the ability to optimize performance and price while reaching target audiences at scale.”

Tablets have been quickly rising as the E-commerce device of choice for both consumers and brands alike, according to past research (Response This Week, Nov. 15, 2011). Tablet owners are almost as likely as desktop computer and laptop owners to use their tablet devices to make purchases, with 63 percent of them buying products via their tablet and 83 percent of personal computer owners doing the same. Additionally, consumers under the age of 35 are the most likely to use tablets for purchases.

“As we continue to invest to understand how consumers use mobile, … research is a clear indication of the quick tablet adoption rates and the device’s ease of use,” said Paran Johar, chief marketing office of Jumptap, which conducted one such study. “The drastic growth in tablets as a choice device for E-commerce is due to its larger form factor, which is more conducive to the keystroke-intensive behaviors of Internet purchasing and banking.”

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