Home  › Media › Mobile
iabuk-study-tablets

Tablet Ads Perform Better with Interactivity, Says IAB UK

  |  July 26, 2012   |  Comments

45% said they expect their favorite brands to advertise on tablets.

A recent study released by the Interactive Advertising Bureau UK showed that interactive ads on tablets generate much better response rates than static tablet ads. Over half of the respondents said they had a positive overall opinion of interactive ads (54 percent). Static ads got only half that amount of positive feedback with 27 percent. In addition, 45 percent of survey participants said they expect their favorite brands to advertise on tablets.

When the respondents were asked why they liked an ad, 28 percent of people said it was because it was interactive and contained multiple features.

These interactive ads also cause respondents to stay on the page for 31 percent more time. The average time spent with pages featuring interactive tablet ads was 24.6 seconds compared to 18.8 seconds for static ads and 17.5 seconds with dynamic ads.

iabuk-study-tablets

One respondent from the survey commented about interactive ads saying, "Tablet users are often quite creative people and would interact and have fun with the ads more."

Although interactive ads can be helpful, they are not the only answer. The report also showed that 95 percent of respondents said it was "very important" that interactive tablet ads be unobtrusive and not interfere with what they are doing. Taking advantage of the touch screen capabilities of tablets is also something that 83 percent of respondents said was important to them. A close 82 percent of respondents stated that it is important for ads to be adapted to the content around them.

The report concludes, "Consumers already expect to see tablet ads and like ad funded models."

As tablets become more popular, the report suggests the push for advertising on these devices will continue. Respondents also seem to feel this way: 47 percent agreed that advertising on tablet computers is the "future of advertising."

The IAB UK Tablet Ad survey, conducted by Ipsos, was taken by 1,000 respondents and was intended to be completed on a tablet. The study then had users go through a mock newspaper page built using a Celtra rich media mobile platform embedded with nine ad formats. Various forms of static, dynamic, and interactive ads were viewed by the respondents and once finished, they were asked to answer a set of questions related to the ad formats.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...