Tablet Usage Critical to Mobile Advertising’s Future

While still a nascent but emerging industry, mobile advertising has seen consistent gains across the last twelve months, marketed by a dramatic influx of investment and amplified faith among traditional advertisers rapidly adapting to modern marketing demands and trends.

But according to the latest industry data, the role of the tablet computer can’t be discounted in mobile advertising’s expansion either.

“Mobile advertising looks like a spring seedling underneath the massive cloud that was $216 billion worth of all advertising in the U.S. last year,” writes Matt Kapko in a ClickZ report published Monday. “While it produced almost $4.75 billion, or 2 percent of all ad spend last year, mobile is riding a wave of growth that continues to outpace online by a large margin.”

John Fletcher, senior analyst at SNL Kagan, was cited in the new report, which notes the dramatic “shifts, trends, and new kids on the block” that are influencing the bottom line for advertising.

Tablet use among the U.S. population is playing a profound role as the trajectory of mobile advertising steepens. About 22 percent of the U.S. market, or 69.5 million consumers, now use tablets, Fletcher says. Tablet usage grew 167.2 percent from 2010 through 2012, according to SNL Kagan’s latest data.

“I’ve heard that tablets are growing at a faster adoption rate than any technology in history,” Fletcher is quoted. “The barriers to purchase these things are really low regardless of your household income.”

With tablets permeating the mass market to a significant new degree with each passing quarter, new ad formats and mechanisms to engage consumers via the tablet – including video advertising, rich media ads, and highly interactive ad units put forward by today’s top ad networks – are shifting public opinion on mobile advertising deep into favorable territory.

In fact, on Device Research recently published a study showing 70% of users consider mobile ads on smartphones as a personal invitation rather than an intrusion.

The same study showed that users want these ads to help them explore products they’re interested in and subsequently enable them to make a purchase decision then and there.

So… has adopting new technologies and observing the evolution of mobile ad formats changed your opinion about the value or role of mobile advertising today?