The marketing body for newsbrands has published the results of its first Tablet Project and in the process, created some key benchmarks and a new metric for tablet advertising.
The study tracked 20 campaigns across five key sectors between October and December 2013. For each sector there are distinct variations in key metrics, which will enable planners to shape expectations and judge campaign delivery for clients, but in the main, key findings included:-
“The average tap rate (interaction)” with a tablet was 0.79 per cent, up to 40 times greater than the average online display click-through rate – depending on sector.
Consumers were also found to spend an average of seven seconds with tablet ads – far higher than the time tracked online.
The ads were grouped into three core creative types – text link, video and interactive. The results showed that each type has a different role to play – text links drive above average tap rates; video provides a powerful combination of tap rate and dwell time, and interactive ads hold attention with considerably higher dwell time.
MEC View
With tablet ownership rising to almost 18 million in the UK, as media practitioners it’s imperative we are able to establish a universal measurement for tablet advertising performance. While we are not there yet, this piece of research is certainly a step in the right direction and one that could allow us to set initial benchmarks with our clients.