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BizReport : Advertising archives : July 27, 2012

IAB: Interactive ads popular with tablet users

Interactive tablet ads elicit more positive consumer attention than static formats, as long as they match the high quality of the overall tablet experience, according to new research from the UK Internet Advertising Bureau.

by Helen Leggatt

Earlier this month the Interactive Advertising Bureau revealed study findings that showed nearly 90% of tablet users and 80% of smartphone users to take action after seeing an ad. That action might be any number of things - signing up for a newsletter, receiving a coupon or actually making a purchase.

tablet_1.jpgThe UK's Internet Advertising Bureau's recent Tablet Ad Format Study digs a little deeper to unearth which ads tablets users are most likely to interact with.

Most tablet users are happy to view ads in exchange for content and almost two thirds of the 1,000 respondents to the IAB's study would prefer tablet apps to be cheaper with more ads.

However, tablet users have high expectations of advertising formats and expect ads to reflect the overall experience of using a tablet. Over half (54%) of respondents had a positive opinion of interactive ads while just 27% said the same of static ads. Over a quarter said they reason they liked an ad was because it was interactive.

Just as important as ad experience and interactivity is context. Almost all respondents (95%) said it is important that ads are unobtrusive while 82% said that an ad should be adapted to the content within which it is placed.

"There is a clear expectation from consumers for tablet advertising to match the high quality of the overall tablet experience. It is still early days for tablet advertising, but consumer expectations are already raised," said the Internet Advertising Bureau's Senior Mobile Manger, Alex Kozloff.

"However it is fantastic to see that the interactive rich media formats available today seem to be hitting the spot amongst respondents across a number of measures."

Tags: ad formats, interactive ads, mobile ads, mobile marketing, mobile trends, tablet ads

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