Report: Tablet users respond more to interactive ads
The results of the survey, which covered 1,000 tablet owners in the U.K., showed a clear majority (55%) think ads on tablets can do more than on other media noting their potential to be more innovative, more engaging, and memorable than static ads.
But almost a third (30%) said they had a negative opinion overall of the ads they’d seen on tablets so far.
The IAB UK survey results showed interactive ads were more engaging with users staying on the page 31% longer (24.6 seconds versus 18.8 seconds on a static ad).
That said, a clear majority also said it was not enough for ads to simply be “interactive” but also unobtrusive, use multimedia elements such as sound and video, and make use of the touchscreen to be effective.
“More engaging, more innovative and more memorable -- this study proves what we have seen reflected across our clients' campaigns for some time: consumers expect rich media experiences on tablets and proactively engage with them,” said, Jonathan Milne, General Manager for Celtra in Europe.
The survey was completed by research agency Ipsos, using Cetra's rich media advertising platform and in partnership with Renault and their agency Publicis.
Another survey of U.S. tablet users released last week showed almost half of those surveyed (47%) said they engage with ads on that device more than once a week. That study, sponsored by the Interactive Advertising Bureau, was conducted by ABI Research.