|New research by the UK's Internet Advertising Bureau (IAB) looks at consumer attitudes towards tablet advertising.
The 1,000 respondent study was delivered by research agency Ipsos MediaCT, using Celtra's rich media advertising platform and in partnership with automotive brand, Renault and their agency Publicis.
Research shows that the majority of tablet owners think that advertising on tablets can do things that other media can't (55 per cent), and they expect this unique functionality of tablets to be incorporated into the advertising they see. However, the advertising experience to date has not lived up to expectations for 30 per cent of the sample, who had a negative overall opinion of ads they had seen on tablets in the past.
Tablet users are open to advertising
Almost two thirds of respondents would prefer tablet applications to have lower upfront costs with more ads, than higher upfront costs with fewer ads. Indicating that consumers are comfortable with the value exchange of ad funded content on tablets.
Interactive tablet formats drive positive association
Those who were exposed to tablet advertising that had an element of interactivity (such as video or gaming) responded to the advertising more positively than those exposed to a static ad. When comparing the static and interactive ads, more than three times as many respondents thought that the interactive ads were innovative. Also, the interactive ads were deemed to be ‘engaging' and ‘memorable' by around twice as many respondents.
The old rules of advertising still apply
Interactive formats on tablets were at times found to be as intrusive as static, so advertisers must still be sensitive to where and when the advertising appears. Context is as important as it has ever been, with 95 per cent of respondents saying that it is important that it is unobtrusive and doesn't interfere with what they are doing, and 82 per cent said that the advert should be adapted to the content around it.
Find out more about the IAB's tablet ad format study.