In an average week, I skim a dozen marketing related studies, review a handful of new infographs and “check out” more than 50 articles on the subject in order to stay informed and write these posts.
What I’ve never done, was download a marketing study to my tablet – until now.
Melcher Media just released the latest finding from VivaKi’s The Pool, “an ongoing initiative to uncover advertising solutions of the future, in conjunction with advertisers and publishers.” This installment is called “The Tablet Lane” and it’s available for download through Google Play and iTunes.
I downloaded and man, this is how you deliver a presentation. The app is loaded with information but it’s organized on two levels so you can swipe through an overview, or click to get more depth.
Did you know that as of Spring 2012, 1 in 4 moms owned a tablet? Or that tablet traffic to e-commerce sites rose 348% year-over-year.
You’ll find these facts and hundreds more on presentation slides such as the one you see on this post. But the real joy of “The Pool: The Tablet Lane” are the interactive slides like this one:
Run your finger across the timeline and you’ll see how tablet usage changes throughout the day. Here you can see that tablet usage peaks in the early evening, with tablet shopping peaking at 9 pm.
Ad Unit Performance
A large portion of the study is devoted to results from ad testing. They presented tablet users with three types of ads; pre-roll with overlay, rich media interstitial and banner to full page. They tested both in-app and browser ads and found that tablet ads cause a lift in purchase intent and brand favorability. In short, people remembered and responded well to tablet ads. The more interactive, the better.
What’s important to note is that engagement doesn’t always mean clicking through. Any interaction with an ad, including expanding a banner, clicking to make something move, triggering a video or an audio response, resulted in brand lift.
From here, the app takes you through best practices. One thing that jumps out is that customers expect to to see tablet-friendly language on tablet ads. That means you should be asking them to “tap” not click and “swipe” instead of “scroll.” That’s more proof that we can’t just take the same ads we use on the internet and push them out to the tablet.
The Pool app includes an interactive tutorial on how to put together a successful tablet ad.
There aren’t many survey reports that get me excited (okay, I do love the covers on those Millennial Media reports), but this one did the trick. The Pool: The Tablet Lane is a demonstration of the power of mobile. I spent more time with this report than any I’ve ever encountered for the same reason people are pulled in to good mobile advertisements – it’s interactive, which makes it more engaging.