The IAB UK released a research study today that examined consumer attitudes toward tablet advertising. The 1000 respondent study was conducted by research agency Ipsos MediaCT, using Celtra’s rich media mobile advertising platform, AdCreator, in partnership with automotive brand, Renault and their agency Publicis.
The IAB UK released a research study today that examined consumer attitudes toward tablet advertising. The 1000 respondent study was conducted by research agency Ipsos MediaCT, using Celtra’s rich media mobile advertising platform, AdCreator, in partnership with automotive brand, Renault and their agency Publicis.
The study shows that 55% of tablet owners believe tablet advertising can do things above and beyond other media and they expect this unique functionality of tablets to be incorporated into ads. However, the tablet advertising experience has not lived up expectations for 30% of study participants who had a negative opinion of tablets ads they’ve seen in the past.
Study participants who were exposed to tablet advertising that had an element of interactivity (such as video or gaming) responded to the advertising more positively than those who were exposed to a static ad. When comparing the static and interactive ads, more than three times as many respondents though the interactive ads were innovative. They were also considered to be more engaging and memorable by around twice as many respondents.
This is consistent to what we’ve seen at Celtra. The combined benefits of the big screen and Wi-Fi usage create an optimal environment for more advanced rich media creative executions. Tablet users gravitate to photo galleries, video, social media, gamification and so on. Plus there are features unique to the mobile experience, like location or the touch screen that users find highly appealing.
Celtra’s European General Manager Jonathan Milne said “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. Animated gifs and static jpeg experiences simply don’t cut it with tablet owners; they are the wrong format for the medium and brands that associate themselves with this are being perceived negatively. The onus is on advertisers and their agencies to deliver rich experiences on tablets that satisfy this consumer expectation for interactivity but this must be done sensitively so the ads appear in context of the content around them.”
The IAB study found that interactive formats on tablets were at times found to be as intrusive as static, so advertisers must still be sensitive to where and when the advertising appears. Context is as important as it has ever been, with 95% of participants saying that it is important that it is unobtrusive and doesn’t interfere with what they are doing, and 82% said that the advert should be adapted to the content around it.
IAB’s Senior Mobile Manger, Alex Kozloff said: “There is a clear expectation from consumers for tablet advertising to match the high quality of the overall tablet experience. It is still early days for tablet advertising, but consumer expectations are already raised. However it is fantastic to see that the interactive rich media formats available today seem to be hitting the spot amongst respondents across a number of measures.”