The advertising industry is beginning to segment its approach to mobile devices, treating smartphones separately from tablets when it comes to devising a marketing budget and creating a marketing approach, a study from Advertiser Perceptions says. Tablet advertising is seen as being part of the older publishing model used by print publications now migrating to digital, whereas smartphones are seen as being useful for "performance" marketing driven by data. The study also noted tablet ad spending is expected to reach the same level as smartphone ad spending in the next few years.

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