• by Laurie Sullivan  @lauriesullivan, December 7, 2011

InsightExpress plans to release a metrics system Wednesday that measures the brand impact of campaigns running across tablet devices. Tablets AdInsights will enable advertisers, agencies and publishers to measure the brand impact of campaigns running on tablets against metrics like awareness, message association, favorability, consideration and intent.

The platform pulls metrics from devices as browsers surf the Internet, according to Joy Liuzzo, vice president and director at InsightExpress. Marketers can't really consider tablets a mobile device or computer, she said -- meaning that when the best targeting techniques are being determined, don't lump them in with other device segments.

Some interesting considerations point to how tablet browsers typically do not accept third-party cookies, so recruitments to view campaigns are often completed after they have seen the ad, either on the next page or session. Questions related to awareness, purchase intent and brand favorability are asked for controlled and exposed groups, and comparing the two reveals the impact from the ads.

In the tablet space, pop-ups to recruit participants in a survey do not work, Liuzzo said. "We found a survey in an ad unit works much better.”

Yankee Group estimates tablet sales will reach 168 million units in 2014 -- up from 21 million units in 2010, according to a white paper published by Sideways, which develops apps for the Apple iOS and Android platforms. The paper also points to a sharp rise in revenue -- from $16 billion in 2010 to $46 billion in 2014, thanks to Apple's iPad and the Samsung Galaxy Tab, among others.

Harrison Group and Zinio recently published a national consumer study that finds 58% of tablet and eReader owners that read digital content now read more digital content than they ever thought they would. And 33% acknowledge that they spend more money buying things to read. 

Consumer demand fuels the frenzy to serve up ads and content on tablets. Liuzzo said publishers want more control of the process, and often choose to develop in-house. Another consideration, if consumers engage with content and brand of application from Web sites, there is a stronger participation rate.

InsightExpress will require between eight and 10 business days to implement a Tablet AdInsights study, which includes designing the survey, managing the project and collecting and analyzing the data to present results.