News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Adfonic: CTRs from tablets outperform smartphones
Whether it's direct response or a branding campaign, new research from Adfonic reveals that mobile advertising click-through rates via tablets far exceed those on smartphones.
Adfonic's latest AdSnap report reveals that click-through-rates on tablets far exceed those on smartphones by 250%.
Furthermore, tablets were found to outperform smartphones for direct response campaigns (such as cost per acquisition CPA, per click CPC, or per impression CPI), but significantly stronger for branding campaigns based around cost per thousand impressions (CPM).
"Our latest AdMetrics Report showed that tablets had slowly but surely penetrated across Adfonic's smarter buying platform, particularly driven by the festive season, said Victor Malachard, Chief Executive Officer and co-founder, Adfonic. "This new AdSnap analysis demonstrates that tablets are outperforming smartphones in many scenarios - but that there remains a distinct role for smartphone campaigns planned and executed to complement their larger cousins."
Smartphones remain stronger than tablets for some categories such as FMCG and retail, but tablets reign for advertisers in the lifestyle, fashion, entertainment and travel verticals.
In addition to the above performance findings, Adfonic also provided some interesting details about the daily use profiles of smartphone and tablet users. Tablet users are more active in the evening and clicking more throughout the day whereas smartphone users are more active and more likely to click on ads in the early hours of the morning, perhaps due to the proximity of their smartphone to their bed. According to research by Pew, 90% of 18-25 year old mobile users sleep with their smartphone by, or in, their bed.
Image via Shutterstock
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...