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Digital Experts Tell Us The 7 Biggest Challenges Of Advertising On TabletsLaura Stampler|Nov. 15, 2012, 4:12 PM|1,047|This is the second of a five-part series called "The Tablet Effect." This series takes a look at how tablet devices are changing theway advertisers think about advertising dollars. "The Tablet Effect" is sponsored by Yume.With more consumers purchasing tablets, tablet ad spending is predicted to crush smartphone ad budgets over the next fouryears.Although the screen size and greater functionality provides exciting opportunities, advertisers are still facing major challengeswhen advertising on tablets.We polled experts from R/GA, Razorfish, and Mojiva— known for leadership in the digital advertising world — to see the biggestproblems with tablet advertising right now.1. Getting the budget:According to Jonathan Greene, R/GA's managing director of mobile and social practice, "It can be challenging to get clients toinvest in mobile advertising, and adding tablets as another potential touchpoint adds complexity in the sell-through."In fact, even though tablets are rapidly rising in popularity — Gartner predicted that 655 million units will make it into users' handsby 2016 — experts told BI that both brands and advertisers still think of advertising on the device as an afterthought."I hear rumblings around the industry that the reason some of these agencies/brands won't invest big budgets (compared to othermediums, that is) into the space is because no one has "cracked it" yet," Amy Vale, VP of global research and strategiccommunications for Mojiva, said. "I don‘t think that is true at all. Mobile and tablet advertising work, it‘s just about understandingthe mediums and developing campaigns specific for each."Although Vale continued that Mojiva Tab, the company's tablet network, has seen a 20-fold increase in tablet ad requests in thelast 20 months with 2.13 billion tablet ad requests per month as of August.2. It's hard to see an ad's reach:Furthermore, when ad shops are trying to convince clients to invest in digital advertising, said clients usually want to see statisticsfor the advertisements' potential reach.Unfortunately, those numbers are virtually impossible to find."Publishers are a bit cagey in disclosing tablet readership — plus there's no third party verification that I'm aware of," JeremyLockhorn, VP of emerging media and advanced media solutions at Razorfish, told us.3. Publishers are charging too much:Publishers actually have a long way to go to make tablet advertising an easier and more compelling service.158