Tablets offer publishers opportunity to monetise web traffic
Most publishers now have tablet apps, says INMA, but what about the web traffic coming to them from tablets? UK startup Tablet Media has come up with a solution for this under-served market: Delivering rich media ads that make more intelligent use of the medium.
Web browsing is undergoing something of a revolution, one that is being fuelled by the seemingly insatiable consumer appetite for tablets.
According to analyst GfK, tablets accounted for 60 per cent of all computing devices sold in the UK during the second quarter of 2013 (around 1.5 million devices), and 45.5 per cent of the total value (approximately £350). Tablet sales were up 77.5 per cent year-on-year by volume and 24.9 per cent by value, as falling prices attracted more buyers.
Publishers have responded to this trend by creating tablet app editions of their newspapers and magazines that consumers can read at home, in the office, or somewhere between the two.
John Byrne, founder of UK startup Tablet Media, believes this market is being under-served, and has set out to do something about it.
Tablet Media delivers rich media advertisements to consumers browsing websites on tablets. Byrne launched his company when he realised that no such solution currently existed.
“It seems clear to me that the tablet is going to become the dominant device in the home, yet despite this, there is no standalone tablet network solution in the UK,” he says. “I just couldn’t see how that could be. Eighty per cent of tablet use is in the home, people visiting Web sites, browsing in the same way they would once have done on a laptop, so there is an opportunity to advertise to them.”
