Tablets and smartphones are generating strong ad engagement, according to...
Tablets and smartphones are generating strong ad engagement, according to the findings of a survey conducted by the Interactive Advertising Bureau. There’s an especially “strong degree of ad interaction among tablet users,” with 47 percent of respondents saying they engaged…
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with ads on that device more than once a week, IAB said. Twenty-five percent of smartphone users said they interacted with ads at that same frequency, it said. Once the mobile device users engaged with an ad, they were very likely to take action -- 80 percent of smartphone users and 89 percent of tablet users, it said. “The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly,” said Anna Bager, vice president and general manager at IAB’s Mobile Marketing Center of Excellence. Seventy percent of smartphone users said they “never leave home without it,” while 70 percent of those surveyed said their tablets served as their entertainment and media hubs, IAB said. Sixty percent of those with both devices said they preferred a smartphone to “look up info on-the-go,” in contrast to 22 percent who would choose a tablet for that activity, it said. But when asked how they preferred to consume traditional media including print and video on mobile devices, consumers overwhelmingly choose tablets (69 percent print and 68 percent video) over a smartphone (9 percent print, 8 percent video), it said. Thirty percent of smartphone users and 32 percent of tablet users said they were likely to respond to ads that related to their current location. Forty-eight percent of smartphone users and 59 percent of tablet users said they regularly conducted local searches on their mobile devices while at home in front of a TV, it said. ABI Research surveyed 552 U.S. consumers who used a smartphone at least once a week and used data service and 563 U.S. tablet users who used their devices at least once a week and used data service, it said. IAB is made up of “more than 500 leading media and technology companies that are responsible for selling 86% of online advertising” in the U.S., it said. Its members include Amazon, Rovi and Samsung Electronics.