A new GamesBeat event is around the corner! Learn more about what comes next. 

Google's Jason Spero

For advertisers, tablets may beget some of the most creative and innovative digital ads, which could also be more valuable than comparable desktop ads, according to Google’s head of mobile sales and strategy Jason Spero.

“From a creativity standpoint and an innovation standpoints, tablets will be where the greatest creative happens,” Spero said.

Speaking at our MobileBeat 2012 conference in San Francisco today, Spero said that tablets are leading to entirely new search behaviors for consumers and that they’re also beginning to look like the to-do lists for consumers. Google’s research has found that consumers are more purpose-driven on tablets, and, not surprisingly, they’re zeroing in on shopping.

Spero was excited about the potential for ads that can look more like content on tablets, which will make them more valuable to consumers and advertisers alike. Speaking like a true ad geek (and modern Mad Man), he gushed about the potential for entirely new advertising techniques on tablets.

He mentioned Sweetwater, a music technology company, as one example of companies seeing success with tablet ads. Sweetwater’s tablet ads are seeing 1.3 times the conversation rate as its desktop ads.

Google also offered advertisers the capability to buy ads during the 7 p.m. to 10 p.m. prime TV hours, with the assumption that consumers would be using tablets as secondary screens while watching their favorite shows. Spero said that advertisers have been “very happy” with it — so much so that they wouldn’t allow Google to do case studies on their success. (That’s a sign that prime time tablet ads may be so good that these advertisers don’t want others to catch on.)

In terms of other differences with tablets, Spero mentioned that 60 percent of tablet searches occur in landscape mode (Google still isn’t sure what that means), compared to only 15 percent of mobile searches. Additionally, search queries on tablets are slightly shorter (perhaps due to the difficulty of using tablet keyboards).

Photo: Mike O’Donnell


VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
  • up-to-date information on the subjects of interest to you
  • our newsletters
  • gated thought-leader content and discounted access to our prized events, such as Transform 2021: Learn More
  • networking features, and more
Become a member