The tablet market is booming, and therefore, advertising on these devices is too. This sector is still underdeveloped and exploited but begin to take shape early in tablet advertising trends, which is trying to get the most out of the functions of these devices.
VivaKi, a company of digital advertising solutions, has conducted a study of 14 months in the U.S. to find out which ad formats work best on tablets. The findings were clear: the full page banner, pre-roll and overlay ad rich media ads are most effective.
The banner occupying the full screen of tablets came to accumulate a clickthrough rate (CTR) of 8.7%, this is a performance 4 times greater than that achieved by static banner located on web pages.
As rich media formats, these were a CTR of 3.3% compared to 4.3% achieved by the standard formats, but achieved a 83% higher share in tablets.
The study also showed that these three types of ads were what they achieved greater awareness of the brand. To determine the percentages of awareness, VivaKi divided respondents into two groups. The first was exposed to many ads and the second not.
Thus, VivaKi concluded that those who saw the banner were 380% more brand conscious than those who were not exposed. Meanwhile, for the pre-roll, the percentage rose to 500% and finally, rich media ads achieved a 900% increase in awareness.