Tag: Tablet

VivaKi study determines the best Tablet ad formats

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The three best ad models for tablets are: banner to full-page rich media, pre-roll with overlay, and rich media interstitial.

This is according to The Pool, a 14-month long research initiative from VivaKi that featured participation from 26 major advertisers and publishers, including Bank of America, Coca-Cola, GM, ABC Television, Crackle, Scripps, Tremor, and Yahoo.

The study uncovered that the three aforementioned ad models “significantly outperformed” their respective benchmarks on at least one of three behavioral metrics (engagement rate, click-through rate, or time spent), and those who engaged with the models saw lifts on all six attitudinal metrics (unaided awareness, aided awareness, mobile ad awareness, message association, brand favorability, and purchase intent).

For example, pre-rolls with an overlay, which the study determined worked best with video content (obviously), generated a 3.3% increase in time spent when compared to a traditional pre-roll video.

Vivaldi study identifies the best Tablet ad formats

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The three best ad models for tablets are: banner to full-page rich media, pre-roll with overlay, and rich media interstitial.

This is according to The Pool, a 14-month long research initiative from VivaKi that featured participation from 26 major advertisers and publishers, including Bank of America, Coca-Cola, GM, ABC Television, Crackle, Scripps, Tremor, and Yahoo.

The study uncovered that the three aforementioned ad models “significantly outperformed” their respective benchmarks on at least one of three behavioral metrics (engagement rate, click-through rate, or time spent), and those who engaged with the models saw lifts on all six attitudinal metrics (unaided awareness, aided awareness, mobile ad awareness, message association, brand favorability, and purchase intent).

For example, pre-rolls with an overlay, which the study determined worked best with video content (obviously), generated a 3.3% increase in time spent when compared to a traditional pre-roll video.

Apple leads tablet and smartphone web usage

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Smartphones and tablets are now responsible for slightly more than 20% of web traffic in the US and Canada, according to new findings from online ad network Chitika. Specifically, smartphones account for 14.6% of web traffic and tablets take up 5.6%.

Looking further into the tablet category, the report finds that the iPad has a dominant share of web traffic among tablet devices (95%). The report also finds that Apples share of web traffic in the smartphone category is 72%.

Microsoft still has a sizeable lead when it comes to desktop computers, as Windows accounts for more than 85% of web traffic (the Mac is responsible for 13%).

Tablet Usage Occurs Primarily At Home

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Tablet owners in America use their devices inside the home 74% of the time, according to a study from Viacom covering Q1 2012, per an eMarketer report.

96% of those who use a tablet at home said they use it in the living room, and 94% said they use it in the bedroom; this supports the idea that the tablet is being used for entertainment purposes, such as watching content or playing games.

Of note, 75% of respondents indicated they use the tablet inside the home office. As for outside the home, the report found that the airport/airplane (80%), coffee shop (72%), outdoor public place and appointment (64% each), work (59%), and public transit (58%) were the most common places where tablet owners used their device. Interestingly, the store was only cited by 36% of respondents.