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BizReport : Advertising : April 05, 2013


Global research project reveals best ad formats for tablets

A global research project, in which 37 ad formats were tested among 20 million U.S. consumers over a 14-month period, has helped to define the best ad formats for tablets.

by Helen Leggatt

VivaKi_Logo2.pngStarted by VivaKi in 2010 to find the best advertising formats for the online industry, global research project, The Pool, turned its attention to defining the best ad formats for tablets in 2011.

Along with 26 U.S.-based advertisers and publishers, such as General Motors, Coca Cola, ABC Television Network, and Crackle, the first of its kind industry research used quantitative, qualitative and field trial research to identify, test and create industry standards for new ad formats for tablets.

"The amount of research we conducted is unprecedented; we reached one in three tablet users, so we feel quite confident that the learnings we uncovered are reflective of consumers' wants and needs with regards to their tablet advertising," said Tracey Scheppach, VivaKi EVP, innovations director and founder of The Pool. The Pool's extensive research study can be found in an app entitled "The Pool - The Tablet Lane," now available for download in the Google Play and Apple App stores.

Three ad formats were eventually chosen by both The Pool and consumers based on their ability to take full advantage of the tablet screen size and features.

The first is a banner ad that expands to fill the entire page and enables interaction with the unit. The Pool suggests this format be used in mobile Web content or utility-focused ads.

The second is a pre-roll with overlay unit that allows users to engage with brands via videos, games and social media from within the ad unit without the consumer being directed outside of the video player.

The third, a rich media interstitial, is described as the "print ad of the tablet age".

All three ad formats can be viewed within the The Pool's "Tablet Lane" executive summary online.






Tags: ad formats, advertising, brands, consumer preferences, publishers, research, tablet trends








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