In addition, while tablet adoption is promising so far, it may not be widespread enough for marketers that want a certain level of ROI, Paul said. “A lot of advertisers want to put something custom together for the tablet experience but, if you're building it specifically for the tablet and can't really reuse it, is the scale and penetration of tablet ownership at the level right now where it's going to pay off? Those questions need to be handled on an advertiser-by-advertiser basis.” (EMarketer estimates that adoption of tablets will increase 400%, reaching 81.3 million units in 2012.)
Some brands will decide it's important to “be there first,” he said, while others will take a more deliberate approach, waiting for the right opportunity to get involved.
As advertisers begin to think about how they will reach their audience on tablet devices, Paul suggested they keep in mind that they're not designing for the Web. “You have to be conscious of the fact that people consume content on tablets differently and expect a different type of functionality. There's no mouse—people are swiping with their fingers—and, when they tap on things, they expect some kind of interactive event to happen.”
The key, Elkin said, is to strike a balance, creating an ad that is engaging but also provides something of value. “Any time you have a rich experience, it's something that's going to entail a time commitment on the part of the user,” he said. “So it has to deliver ... in a way that's engaging and will reward the user for the time he or she spends on it.”