INside Performance Marketing
PMI Starts Today – Join Us There's still time to make it down to the Westminster Park Plaza Buy your ticket now
Phablets: What is the Opportunity for Marketers?
Image Credit  Nokia

Phablets: What is the Opportunity for Marketers?

With America’s biggest consumer technology event over and Mobile World Congress just around the corner it is clear that the consumer device of 2014 is going to be the ‘phablet’. 

More than ever before, the consumer is dictating the manner in which advertisers must speak to them.   The projected mass adoption of these new devices demands advertisers should engage them in the most compelling way. 

So, what is this phablet anyway?

Part phone, part tablet, these devices have higher resolution screens and faster processing chips in order to deliver consumers the ultimate high-tech experience. In the same way that mobiles and tablets paved the way for unique advertising opportunities, how will the phablet enable advertisers and marketers to deliver their brands’ messages in a more compelling way?

Beautiful content

What is overtly clear in the beauty of these devices is their ability to deliver incredible audio and visual content. For consumers who use these devices on the go they need to digest content quickly and it’s video and audio formats that are proving more popular than the written word.

Research has shown that 66% of UK tablet users spend an average of 30 minutes or more viewing streaming media . Furthermore, consumers are willing to watch a video, even if it is branded, as long as the content is engaging, relevant to them and of a high quality. For advertisers, it is therefore a no brainer that the best way to engage this tech-savvy audience is to use the power of video to deliver a brand’s message. 

However, in order to compete in this space, advertisers and publishers are going to have to create and distribute ads that offer a single share of voice. Multiple ads on one page will not work as the consumer will be bombarded by too much content.

Furthermore, having this single share of voice is beneficial for both advertisers and publishers. Advertisers can expect a greater return on investment, as the ads are more attractive to consumers and publishers in turn can charge more for these units. 

Affluent early adopters

Often it’s the affluent audience that are the early adopters of technology so luxury brands can afford to be creative in order to engage with their target audience. For example, fashion designers can create a highly interactive piece of advertising content which allows the consumer to see the clothing collection on the runway, view how the product was made, explore the item in 3D and even ‘try on’ the product virtually. This type of ad format gives brands a third dimension whilst offering an alluring experience, rather than a static image with some accompanying text.

The rise of the phablet therefore provides the ultimate opportunity for brands to create high-end experiences that match the sophistication of the technology in order to capture the attention of consumers. 

With the technology now in their hands, it is up to the advertisers to provide highly entertaining material in order to drive deeper engagement. Successful advertisers will be those who are able to capture the attention of consumers for longer periods of time. Therefore, success metrics might have to now be based on ‘time spent’ rather than clickthroughs. If a brand knows that a consumer has spent time with their advert, then they know that they are engaged and interested. 

However, it is important that brands don’t take video for granted. Creating a video is not enough – it has to go further and deliver an experience to the audience. Technology companies have created these devices which provide a great tablet and phone experience and this expectation of experience sits firmly in the consumers’ psyche. 

Tom O’Regan

Tom O’Regan

Tom O’Regan is a seasoned advertising executive with an expertise in vertical publishing and sales strategy. Prior to Martini, he was Senior Vice President of Advertising Sales at TheStreet Inc where he was responsible for firm-wide advertising revenue and operations, marketing and creative resources. He received his bachelor’s degree in Financial Management from The Catholic University of America.

Read more from Tom

Join over 10,000 performance marketers for the ultimate weekly update on industry news