Tim Hussain, Head of Platform Development & Partnerships, Sky Digital, presented the session: iPad & Tablet PC Devices: Challenges, Opportunities and Operational Readiness at last week’s OPS event in London. Tim joined Sky as Head of Mobile Advertising in October 2008 to develop and drive Sky’s mobile advertising sales strategy. He has over eight years of commercial and product experience within digital companies across European and global markets. We asked him a few questions about mobile advertising.
Q: Does the significance of the popularity of the iPad extend beyond just being another platform to traffic ads on?
The iPad has done for tablet devices what the iPhone did for mobiles; it turned them into a desired product by the average consumer. Tablets have been around for some years now but it was only when Apple turned its sights to this class of device that it has really taken off. And just like the iPhone, we have now seen numerous other companies quickly jump on the band wagon.
The iPad and tablet devices are not just another platform to pump out web display ads. The touch screen nature of these devices creates a completely new way of approaching the device.
Q: How will the move from desktop to tablets and mobile devices as the primary way people consume digital information impact advertising?
A key change will be how we manage and optimise for all the different devices. Whilst there will be common similarities running across the platforms, each new size and shape will present new opportunities and challenges for creative executions.
Q: I’m sure publishers are seeing increases of traffic from tablets, but the revenue is not there yet. Should operations be focused on tablets or is it too early in the game?
Operations should always have a focus on any platform which our consumers are using for engaging with our brands. If we don’t we’re being negligent.
Q: What opportunities do you see of agencies on these new platforms?
Agencies will be crucial in helping their clients navigate this expanding and diverse world. Without agencies being fully involved and helping to drive these new opportunities the advertising revenue streams to support many of our business models just won’t exist. We are moving into an area where senior non-digital marketers recognize the importance of these platforms at this early stage but don’t know how to utilize it effectively. The consultancy approach of any decent agency will be vital in solving this problem.
Tim Hussain, Head of Platform Development & Partnerships, Sky Digital, presented the session: iPad & Tablet PC Devices: Challenges, Opportunities and Operational Readiness at last week’s OPS event in London. Tim joined Sky as Head of Mobile Advertising in October 2008 to develop and drive Sky’s mobile advertising sales strategy. He has over eight years of commercial and product experience within digital companies across European and global markets. In this post we asked him for some perspective on the opportunities in mobile advertising.