NEWS21 May 2014

Responses to tablet ads up to 40 times higher than online, says research

News UK

UK — Responses to tablet ads are up to 40 times higher than online, according to new research.


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.