Tablet ad CTRs massively outperform smartphones, except in retail and dating


We’ve pretty much reached the stage where tablets and smartphones are no longer lumped together under the mobile umbrella, as each device encourages entirely different user behaviours and outcomes for brands.

For example, we’ve seen a huge amount of evidence which shows that tablets drive more traffic and higher conversions that smartphones.

And just to drive the point home, a new report from Adfonic again underlines the fact that tablets outperform smartphones by almost any advertising measure.

Throughout 2012 Adfonic tracked a steady increase in the number of ad impressions viewed on tablets, rising from 9% in Q2 to 14% in Q4.

This is important for marketers, as the report also shows that clickthrough rates (CTR) for tablets are far higher than on smartphones in both direct response campaigns (such as cost per acquisition, per click, or per impression) and branding campaigns based around cost per thousand (CPM).

As the report points out, these two campaign types would typically involve different creatives or user journeys, yet tablets outperform smartphones for both types.

See on econsultancy.com



Categories: Tablet

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