21 Aug Tablets and Smartphones Drive Ad Response

Consumers are more responsive to ads on tablets than smartphones, but both devices are driving high levels of engagement with advertising and media, according to a new study by the Interactive Advertising Bureau. The research found nearly half (47%) of tablet owners and a quarter of smartphone users interact with ads on their devices at least once a week.

The study also showed that the vast majority that clicked on ads was likely to take some action, including receiving a coupon (51%), research a product (49%) or making a purchase (46%). After coupons, ads featuring specific product searching, favorite brands, and location information were most likely to entice smartphone users to interact with them.

Surprisingly we learn that virtually all tablet and smartphone owners are using their devices at home—the most common place for mobile activity. Gone are the days of mobile meaning simply “on the go.”

Unfortunately, as tablet users are increasing mobile media consumption, traditional media is suffering. Tablet owners are watching less TV and reading less news and print magazines.

Both tablet and smartphone users are spending more per month from their devices. The key is using incentives and location-specific ads that encourage engagement to this audience.

The IAB study showed that men were more likely to respond to these types of ads and pay for high-end products, while women look to social media for reviews and seek bargains prior to purchasing.

How is your business reaching this growing medium?