How engaged with video are consumers on smartphones versus tablets?
To find out, engage:BDR, a cross-device advertising solution company, recently surveyed more than 218 million impressions over a six month time frame. And the results were shared with MAW.
Here’s what we can tell you. Because consumer interaction with media across smartphones and tablets has skyrocketed, it has spurred the biggest shift in ad spending toward mobile — hence, the impetus for engage:BDR’s real-time study.
“Overall, smartphones and tablets generate extremely similar view through rate averages. (+1.1 percent difference in favor of tablets.) However, the click through rate average for media viewed on smartphones was 33 percent greater than on tablets,” reads the report summary.
In terms of mobile web performance, engage:BDR’s research reveals that tablets have slightly better (+7.2 percent) average view through rates. But when it comes to click through rates, smartphones do 80 percent better.
Additionally, when the company compared In-App performance on both devices, it found that smartphones have 33 percent better average view through rates than tablets, while tablets have a 36 percent better click through rate than smartphones on In-App inventory.
“The takeaway for marketers is clear,” said engage:BDR founder and CEO Ted Dhanik. “If the goal of a campaign is to drive clicks or site visits, marketers ought to concentrate spend on key placements targeting smartphone users, especially on Mobile Web. For campaigns whose success is defined around completion of creatives, In-App, smartphone inventory is key, but additional scale can be found on Mobile Web tablet inventory as well.”