With the slew of ultrabooks debuting at the Computer Electronics Show this week—some media reports put the number at 75—marketers have to consider the real possibility that yet another mobile computing format and screen size needs to be factored into their marketing strategies.

While many of these products seem to be sporting a standard 14-inch screen, the varying uses and new functionality of the devices means extra care must be devoted in designing campaigns.

Intel’s prototype, unveiled this week, will include voice recognition, gesture recognition, and the ability to fold into a tablet screen. While it may be too soon to see if these devices will make a significant dent in the personal computer market, analyst firms are betting they will establish a presence.

IDC estimates that 20 million such devices will sell this year.

Marketing campaigns that will likely need to account for these devices include:

Email marketing. Most campaigns are optimized for the mobile format and automatically test to see how a page will render on a device and particular browser. Ultrabooks will add to that task.

Search strategies. Search advertisers experience higher click-through-rates (CTR) for mobile phone and tablet search campaigns than for desktop search campaigns, at 166% and 137% respectively, according to a report from Macquarie Group that uses data from Efficient Frontier advertisers.

Data from the report indicates that across its advertiser clients, Efficient Frontier found that mobile conversion rates were at just 31% of the average desktop campaign’s, while tablet conversion rates were much more on par (96%).

Meanwhile, the average cost-per-click (CPC) on mobile phone search campaigns was slightly higher (108%) than for desktop search campaigns, although CPCs for tablet campaigns were on average 85% of desktop search campaign CPCs.