Enough already- the IAB says the tablet isn’t a phone OR a laptop

In 2011, one question sparked more debate than any other in the IAB towers: “Is the tablet a mobile device or a laptop?”  As soon as this question comes up, the room splits in half. Someone shouts “ It doesn’t make calls, it’s no way a mobile”, but just as quickly someone retorts  “If it runs a mobile operating system- it’s a mobile device”. It’s easy to forget that the iPad was launched only in April 2010- less than two years ago, and already we are scrambling to categorise it in the context of the other devices we own.

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Research released last week by the IAB’s mobile department and John Lewis proved the integral role mobile plays in increasing unprompted brand awareness.

Many of us in the mobile industry have always known that mobile advertising works and this study of over 1,250 panellists* proved this once and for all. Those who saw the mobile advertising within the study were 822% more likely to state John Lewis as the top retailer that sprung to mind when questioned they were also far more likely to remember seeing advertising for John Lewis, and associate the clearance strapline with the brand.

UK first:

For the first time ever in the UK, the study carried out with On Device Research dug deeper into the effects of rich media advertising on mobile.  As we expected, the rich media expandable banner outperformed the static banner in most brand metrics, with 25% more people likely to remember seeing John Lewis advertising than those who saw the static banner. Read more on Research released last week by the IAB’s mobile department and John Lewis proved the integral role mobile plays in increasing unprompted brand awareness….

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