The Tablet Project, conducted by Newsworks, the marketing body for national newspapers, in conjuction with a number of agencies and partners, tracked 20 campaigns across five key sectors between October and December 2013.

The results showed that the average tap rate (interaction) with an ad on a tablet was 0.79%, which was claimed to be up to 40 times higher than the average online display click-through rate (based on an average click-through rate of 0.02%).

Results were compared across sectors (motors; finance; retail & travel; tech and entertainment) and across creative types (text link; video; interactive). Findings across creative types were:

• Text link – average tap rate of 0.82%; average dwell time of 5.6 seconds
• Video – average tap rate of 1.06%; average dwell time of 7.1 seconds
• Interactive – average tap rate of 0.42%; average dwell time of 9.0 seconds

“Tablets have a growing and engaged audience, particularly across newsbrands,” said Vanessa Clifford, deputy CEO at Newsworks. “However, there has been a lack of data and understanding around tablet advertising – what makes an ad successful, what metrics should brands expect, what kind of ad types and language should we be using?

“These results will offer the advertising community first-stage industry norms, with some standard metrics, creative learnings and a common language for the first time.”

More information can be found here.