Tablet users make attractive target for personalized advertising
Within the last decade, major internet companies like Google and Facebook have taken online marketing to a new level by personalizing advertisements and tailoring them to the user's interests. Now, it appears tablet computers could present another attractive platform for personalized marketing.
According to a study from research firm GfK MRI, 70 percent of surveyed tablet owners say they would be willing to buy directly from ads featured in digital publications. The same percentage say they prefer personalized ads from such media.
This represents a potentially lucrative opportunity for businesses and their online marketing campaigns, as tablet owners are inclined to make bigger, more frequent purchases than other consumers. According to a January 2012 study from Adobe® Digital Marketing Insights, tablet users spend 54 percent more on online purchases than smartphone users and 21 percent more than laptop and desktop users.
Personalized advertising is becoming a major part of marketing in companies of all sizes. A 2011 study from web content management provider EPiServer finds that one-third of marketers believe personalized campaigns to be highly effective, eMarketer reporters. Roping in tablet users can further enhance these marketing strategies and present significant sales opportunities.