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
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...