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IAB research finds consumers more than twice as likely to engage with interactive tablet advertising

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By The Drum Team, Editorial

July 27, 2012 | 3 min read

Research released by the Internet Advertising Bureau (IAB) has revealed that consumers are more than twice as likely to be engaged with tablet ads that are interactive than those which are more traditional. The survey of 1,000 tablet users was carried out by research agency Ipsos MediaCT, using Celtra’s rich media advertising platform in partnership with car manufacturer Renault and its agency, Publicis.

The findings showed the majority of tablet uses think that tablet advertising offers things with other media cannot and that users expect this functionality to be incorporated into the advertising they see. IAB’s senior mobile manager, Alex Kozloff, said there is a “clear expectation from consumers for tablet advertising.”

Almost two thirds of respondents said they would prefer tablet applications to have lower upfront costs and carry more ads, than to have higher upfront costs with fewer ads. Indicating that consumers are comfortable with the value exchange of ad funded content on tablets.

Respondents were also found to react more positively to interactive tablet advertising as opposed to static advertising. Of those surveyed more than three times as many people believed interactive ads were more innovative. Interactive ads were also deemed to be more ‘engaging’ and ‘memorable’ by around twice as many respondents. Gavin Sugden, research director at Ipsos MediaCT, commented that when the advertising format is right and “deemed to be engaging” it was found that “respondents’ behaviour changed, as well as the dwell time increasing to double the time - to 44 seconds versus 22 seconds.”

However, it was also found that interactive ads were at times just as intrusive as static ads, and context is still as important as ever with 95 per cent of those taking part saying it is important that advertising is unobtrusive and doesn’t interfere with what they are doing, 82 per cent added that the advert should also be adapted to fit with the content around it.

Kozloff added: “It is still early days for tablet advertising, but consumer expectations are already raised. However it is fantastic to see that the interactive rich media formats available today seem to be hitting the spot amongst respondents across a number of measures.”

Manager of digital communications at Renault, Matt Lamprell, said the findings were of benefit to Renault as: “It's important for us to understand customer behaviour and expectations when using these devices, which in turn allows us to ensure our creative strikes the right chord.”

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