Tablets as Effective as Smartphones in Mobile Campaigns
Ad industry experts continue to debate the best way to connect with tablet users. Last month, a Mojiva study pointed out that consumers are shifting some of their PC-based activity to tablets. Another research firm, InsightExpress, has released some new metrics that show the superiority of tablet over smartphone campaigns in certain situations.
InsightExpress studied 43 campaigns to test the reactions of consumers who were exposed to brand messages on tablets. Analysts found a double-digit improvement for brand metrics like tablet ad awareness, message association, brand favorability and purchase intent after consumers saw a tablet ad.
Researchers also compared the outcomes for tablet and smartphone ad campaigns. One key finding from their study shows that consumers who see a tablet campaign are slightly more likely to move down the purchase funnel than those who see the smartphone ad campaign. One explanation for this difference is the screen size – with more visual real estate, marketers are able to make a bigger impact through tablet campaigns. In other key measurements, such as brand awareness, smartphone campaigns still outpace tablet campaigns.
InsightExpress works with partner VivaKi on these studies and Drew Lipner, Co-Chief Executive Officer at InsightExpress, notes that “tablets are helping to accelerate share shift across screens and have had a transformative impact on digital advertising.”
As marketers grapple with how to allocate their digital budgets across the fixed PC, tablet, and smartphone screens, they’ll need to consider the goal of their campaigns and shifting consumer behavior.
What strategies are you using to connect with tablet users in your ad campaigns?[Source: InsightExpress Research Supports Tablets as Promising Advertising Channel for Digital Campaigns. Insightexpress.com. 30 Apr. 2013. Web. 8 May 2013]