How tablet advertising differs from mobile advertising: Key metrics

TabTimes reporting:

While tablet advertising is usually considered as part of the broader mobile advertising category, a recent survey points to key differences in formats and performance.

Medialets, who operates a mobile ad serving platform, recently compiled data from campaigns run across its network on both smartphones and tablets from January to June 2014.
Here are some key findings:

• Tablets get only 12% of all ad impressions served on mobile devices.
• The average click-through rate on ads (CTR) is 44% higher on tablets than on phones (0.59% vs. 0.41%)
• The delta in CTR is even stronger for static ads: They are clicked 53% more frequently on tablets (0.81%) than on handsets (0.53%)
• Interstitials --or full-screen static ads-- are clicked 6 times more on tablets than smartphones.
• The three best-performing static ad formats on tablets are:

1) traditional 300x250 medium rectangle
2) full screen ad
3) horizontal “leaderboard” banner (728x90 or 994x90)

• For the same number of devices, there are 35% less rich media (i.e. interactive) and video ads served on tablets than on mobile...
• http://tabtimes.com/news/marketing/2014/08/28/how-tablet-advertising-differs-mobile-advertising-key-metrics?utm_source=newsletter-android