Research presented on Monday from the Interactive Advertising Bureau indicates that mobile advertisements that appear on touchscreen devices such as tablets and smartphones show signs of having some of the highest levels of engagement amongst all social ads.
The report represents interviews with 552 smartphone owners and 563 tablet owners and covers “topics like what media they are consuming when they are viewing and responding to ads, where they are, what time of day it is, what ads work the best, and what users do after they see the ads,” details TechCrunch.
One highlight of the report is that “size matters.” Advertisements on the larger tablet screens fare better than those on the smaller smartphone touchscreen.
“When asked if they engage with ads more than once a week — that is, click on an ad for more information — 47 percent of tablet users responded yes, compared to 25 percent of smartphone users,” notes TechCrunch.
Ads are also more successful on a tablet because of its more common functionality: users are more likely to consume longer-form media on a tablet than a smartphone, which is more often used for short bursts of information.
Smartphones outperformed tablets regarding mobile ad content only in the “on the go” category.
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