SAN FRANCISCO ? The consumer perspective may be most important when it comes to the state of the tablet market since user behavior dictates what marketers and publishers actually do on these devices, per panelists at ad:tech.

During ?The Tablet Revolution: What Customers are Doing? session, executives discussed what consumers are doing on tablets and how they are interacting with ads. The panel was moderated by Lori H. Schwartz, chief technology catalyst at McCann Worldgroup.

?It?s about what your customers are doing on mobile and what they care about,? said Andrew Solmssen, managing director of Possible Worldwide.

?Great technology doesn?t always win,? he said. ?It?s got to be that intersection with technology and consumer behavior.?

Mobile first
According to Mr. Solmssen, brands and marketers need to think mobile-first.

Instead of simply creating a smaller and cheaper experience on mobile, brands and marketers should analyze mobile?s features and build from the ground up.

When marketers were first starting with mobile, they simply created their Web-based experience on a smaller device.

However, as smartphone penetration increasingly grows and consumers become more tech-savvy, creating a smaller version of a company?s Web presence is no longer good enough.

Tablet devices have changed that thinking, per Mr. Solmssen.

With bigger real estate, marketers can no longer just simply create a smaller version and believe that that is good enough.

Marketers should think about building a mobile site or app that will not only engage new and existing users, but have them continually coming back to engage with the brand.  

According  to Mr. Solmssen, there is still an ongoing debate about whether mARketers should roll out a mobile app or a mobile site.

However, one size does not fit all.

What works for one company may not work for the other.

Mobile apps have special qualities.

Additionally, marketers can take advantage of the device?s hardware and use its accelerometer.

Meanwhile the mobile Web is accessible and can be reached on a variety of devices.

?Apps tend to be a little more effective when they are specific rather than general,? Mr. Solmssen said.

The tablet revolution is now, per Hargot Singh, executive strategy partner at McCann, New York.

Tablets are a hot commodity right now as proven with the popular demand of Apple?s iPad and Amazon?s Kindle Fire.

There are a variety of tablet devices that are emerging in the mobile space right now.

Additionally, many marketers are rolling out tablet-specific mobile apps and optimized sites that aim to create an engaging experience for users.

Research behavior has changed gradually on tablets and companies are constantly looking at ways to develop relevant content.

However, while many marketers believes that their target demographic is college kids ? who they believe are the early adopters, Mr. Singh disagrees.

?It?s moms,? Mr. Singh said. ?Moms are the most influential, savvy and engaged consumer group of our time.

?They are tech-savvy multitaskers and tech trendsetters,? he said.