The document provides tips for brands developing tablet strategies. It discusses: 1) tablet users expect seamless brand experiences across devices; 2) global tablet shipments are rising led by the iPad; 3) content and creative should be tailored to each device type for maximum engagement; and 4) successful tablet strategies should consider the target market, curated content, interactivity, and centralized app/site management. Publishers that satisfy consumer expectations of real-time content and interactivity will engage audiences across devices.

1. Fresh Digital Group
Tablet Strategy Tips for Brands
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2. Consumer Expectations
The Problem
Tablet users expect the best
of both worlds. They want
real-time content and Web-
like interactivity within a user-
friendly brand experience
that “feels” like the same
brand found on the Web and
in print.
We Strategize. We Execute. We Deliver. On All Screens.

3. Global Tablet Shipments
The Market
With the release of
Millions of Units
the iPad two years
ago, tablet sales
continue to rise.
Despite iPad
representing roughly
75% of all tablets
sold, other
contenders are
gaining presence in
the market.
We Strategize. We Execute. We Deliver. On All Screens.

4. Top 5 Tablets
As of Q1 2012
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5. Device Type and CTR
Source: Jumptap
Device type is
a strong
indicator of
CTR. To
maximize CTR
on all screens,
creative should
be built
differently for
each device.
We Strategize. We Execute. We Deliver. On All Screens.

6. 4 Categories to Consider
Your Target Content
Market Curation
Tablet App/ Site
Interactivity Management
We Strategize. We Execute. We Deliver. On All Screens.

7. 1. Your Target Market
Clarify if your Target is
Tablet Friendly
Its important to consider who your
target market is when considering
to develop a tablet site or
application.
• Is your target market likely to
be using tablets?
• Who exactly are you creating
the tablet experience for?
• What kind of content are they
most interested in?
We Strategize. We Execute. We Deliver. On All Screens.

8. Tablet Habits by Demographic
Reaching your
Target
Its also important to
consider which
demographics are on
which device. Looking
to reach:
• Baby Boomers
focus on the Kindle
Fire
• Millenials focus
efforts on the iPad.
We Strategize. We Execute. We Deliver. On All Screens.

9. 2. Content Curation Strategy
What is an A+ Curation
Strategy?
1. Understand your audience and how
they use their device.
2. Don't overwhelm readers with
everything that you have in your content
arsenal.
3. Curate all content to capitalize on the
unique qualities of a tablet (such as the
delivery of high quality video) and the
needs of the audience.
We Strategize. We Execute. We Deliver. On All Screens.

10. 3. Tablet Interactivity
Taking Advantage of Tablet
Interactivity
• Tablets offer the same rich
interactivity of the Web
• Marketers need to create
experiences instead of just
delivering content
• Exploit interactive technologies
and consumer behaviors
• Utilize features such as social
sharing, “favorites,” creating
“most read” or “most shared”
categories
We Strategize. We Execute. We Deliver. On All Screens.

11. The Power of Video
Mixing Habits with Technologies
• Watching videos on the tablet is one of the most popular ways tablet
users consume content
• Utilizing video on the tablet is an excellent way to keep users engaged
with your content
We Strategize. We Execute. We Deliver. On All Screens.

12. 4. App/Site Management
Problem
• Tablet optimized sites and apps require
consistent maintenance and updates
• Content providers often already have
existing smartphone apps that are
managed as separate installations
 Creating a time-consuming,
complicated, inefficient approach
Solution
• Utilize the Cloud
 Publish, manage, monetize content
all in one place with fully integrated
analytics
 Save time and money
We Strategize. We Execute. We Deliver. On All Screens.

13. Summary
The Solution
The rise of the tablet has forced brands to
create tailored and unique tablet sites and/or
applications.
4 Tips for Success:
 Target Market
 Content Curation Strategy
 Tablet Interactivity
 App/Site Management
Publishers that can satisfy both consumer
expectations of real-time content and web-
like interactivity will reap the benefits of
engaged consumers.
We Strategize. We Execute. We Deliver. On All Screens.

14. Fresh Digital Group
111 John St 2nd FL
New York, NY 10038
www. freshdigitalgroup.com
Fresh Digital Group
Fresh Digital Group