Profits from mobile advertisements take rather a small fraction of the entire digital advertising pie, though the Interactive Advertising Bureau points out that the situation will change in the nearer future because ads displayed on smartphones and tablets are already demonstrating a relatively high level of engagement of all digital advertisements. This definitely gives all grounds to get down to conducting mobile advertising campaigns.
The IAB has already discovered that users of tablets are more engaged in advertising via their devices than those who use smartphones. Moreover tablet users tend to take action on the advertisements, including buying or downloading.
It’s already known that people mainly use their tablets for reading and consuming media entertainment for long period of time. As for smartphones, their use is less intensive, therefore their users aren’t likely to spend much time on ads. Approximately, 47% of smartphone users don’t interact with mobile advertisements.
About 70% of respondents said they considered their smartphones to be vital objects in their lives while the same percentage of folks treated their tablets in the same manner.
It’s up to marketers to pay more attention to how people use these mobile devices. Accordingly they need to tailor their brand messages as well as strategies to meet their consumers’ expectations.
Now nobody doubts that tablets are more suitable for content consumption than smartphones. Furthermore, tablets are more likely to replace traditional home computer and even TVs in the nearer future.