Tablet Ad Formats Study
Methodology
• Quantitative
•
•
Ipsos ran a survey of 1,000
respondents completed on their
tablet
9 ad formats embedded in a mock
newspaper page from Celtra
platform
• Qualitative
•
•
4 day blogging exercise with 8
tablet owners
Respondents asked interact with a
range of static, animated and
interactive ads on their tablets from
publications including Wired, Vogue
and Vanity Fair
Source: IAB Tablet Ad Format Study July 2012
The 9 formats
Static
MPU
Leaderboard
Full Page
Source: IAB Tablet Ad Format Study July 2012
Dynamic
Interactive
There is an expectation for advertisers to
be on tablets
45%
Agree
39%
Neutral
16%
Disagree
Source: IAB Tablet Ad Format Study July 2012
“I expect my
favourite brands
to be advertising
on tablet
computers”
The majority would rather have ad funded
content
26%
61%
Prefer higher upfront cost
with fewer ads
Prefer lower upfront cost
with more ads
24%
16%
13%
13%
11%
8%
7%
6%
3%
1
2
3
4
5
6
5.98
Average score
Source: IAB Tablet Ad Format Study July 2012
7
8
9
The more dynamic & interactive the tablet
ad, the better they perform
Interactive 48%
Animated 42%
Static 20%
Interactive 40%
Animated 33%
Static 21%
Interactive 44%
Animated 39%
Static 13%
Engaging
Interactive 19%
Animated 21%
Static 32%
Boring
Source: IAB Tablet Ad Format Study July 2012
Memorable
Innovative
Interactive 32%
Animated 36%
Static 56%
Ordinary
Consumers see it as the future
47%
Agree
38%
Neutral
15%
Disagree
Source: IAB Tablet Ad Format Study July 2012
Advertising on
tablet computers
is the future of
advertising
Summary
• Consumers already expect to see tablet ads
and like ad funded models
• Interactive formats create a connection-
consumers like to ‘get their hands dirty’ with
tablets
• Although consumers expect more from tablet
ads, the old rules of advertising still apply.
Context is king.
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Thank You
alex@iabuk.net