Smartphone users most likely to be active and click mobile ads in the early hours
Tablet users are most likely to be active in the evening, and click through to mobile ads throughout the day, with 63 per cent of tablet ad requests coming after 2pm, research by Adfonic has found.
It was also discovered that smartphones users are more likely to both be active and view ads between midnight and the early hours of the morning, something that Adfonic puts down to the device’s proximity to the bed for most people.
The buying platform for mobile found in its AdSnap: Tablets report that click through rates (CTRs) on tablets outperform smartphones for branding campaigns by 250 per cent, with tablets also beating smartphones for direct response campaigns.
Victor Malachard, chief executive officer and co-founder at Adfonic, said: “Our latest AdMetrics Report showed that tablets had slowly but surely penetrated across Adfonic’s smarter buying platform, particularly driven by the festive season. 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.”