iMedia Connection - ad:tech blog

Mobile content consumption is changing. Mobile no longer means your cell phone… it now includes anytime you're on the go: Kindles, iPads, MP3 players, PSPs, GPS devices, etc. As exponential growth continues in mobile internet, expect the mobile app market to follow suit.
The iPhone changed the game for mobile advertising but the iPad will change the game for online ad networks.  Although mobile players are touting support for the iPad, online ad networks have the means to directly compete for this new screen's real estate.
The iPad is a big iPod touch. Period. The iPad essentially doubles the screen size for mobile apps to 640x960 pixels - the full screen size of the iPad is 1024x768. The predominant ad unit size on mobile smart phones today is 300x50 (MMA standard X-Large Ad Unit) along with a sliver of 300x250 (IAB standard box unit). The large real estate on iPad-specific apps now enables more IAB ad units to live on the screen: 468x60, 120x600 and 728x90. Get excited online ad networks – you already have this inventory!
However, you should expect engagement rates to drop. Ever wonder why CTR's are so much higher on mobile apps than they are on the web?... Read more