Understanding mobile advertising trends: Smartphone vs. tablets

Understanding mobile advertising trends: Smartphone vs. tablets

As published in Mobile Marketer
Almost 2 billion people worldwide are said to own a mobile phone. So it is no surprise that mobile advertising continues to be the fastest-growing sector of the advertising industry. 
Sources say that the number of mobile phones has outstripped the number of television sets, laptops and PCs. According to a recent Forrester research study, this enormous number of mobile devices translates into 30 billion daily instances when people are interacting with their smartphones. 
The numbers speak for themselves. 
Per the Interactive Advertising Bureau (IAB), during financial year 2015, mobile advertising revenue surged 66 percent to $20.7 billion, compared to $12.5 billion in 2014. 
Meanwhile, display-related advertising (non-mobile) revenues totaled $13.9 billion for the year, an increase of only 3 percent over $13.5 billion in 2014. 
More views on mobile than tablet. But what about completion rates?
As the digital advertising marketplace continues to develop, mobile display advertising continues to outperform desktop. 
But within this digital platform, different consumer behavior and trends are evolving with regard to mobile and tablet. 
For instance, research shows that the demand for video ads in mobile is larger than it is in tablets. 
In the second quarter of 2016, the volume of ad impressions on mobile grew to 84 percent compared to 76 percent in the first quarter. 
Meanwhile, the volumes of ad impressions on tablet fell slightly to 16 percent, down from 24 percent in the first quarter. 
While demand for video ads may be higher in mobile, data suggests that completion rates are higher in tablets. 
There are also differences between the volumes of ad impressions and completion rates on desktop, mobile and tablet devices according to when viewers are consuming the media from the particular devices. 
Based on what we see, the volume of ad impressions on desktop drops during the weekends, while rising on mobile. During the week, ad volumes on desktop rise, while falling on mobile.
The opposite is true for completion rates: Completion rates on mobile devices including tablets rise during the week and drop on weekends. On desktop, they fall during the week and rise on weekends. 
Closer look at mobile 
Publishers understand that mobile- and tablet-optimized videos and Web sites are a must for the digital media industry – for themselves and advertisers alike.  
Even while knowing that consumer time on any medium does not always translate to digital viewable ad impressions, they are aware that things can be done to increase effectiveness of targeted digital advertising. 
The IAB concurs. 
The association recently published research to analyze which aspects of mobile video advertising are most vital in reaching audiences and how these qualities vary across generations. 
The “Multiscreen Video Best Practices” report focuses on the impact of length and screen size variables in driving advertising efficacy.
Among the IAB’s report findings: 
● Tablet and smartphone videos are equally likely to impact millennials, but smartphones can present an opportunity to maximize reach among younger consumers. Meanwhile, tablets can be particularly impactful across lower funnel metrics if targeting consumers 35-54 
● Ideal ad length can vary by generation. Ten-second videos can help maximize impact among millennials. However, among consumers 35-54, the communication potential of 30-second videos has an advantage when trying to impact lower funnel metrics
● Longer videos still have a role to play among millennials, even on mobile. While millennials tend to prefer shorter ads, trying to communicate too much in a few seconds can lead to confusion and limit message takeaway 
CONSUMER BEHAVIOR drives the digital media industry. 
The ongoing evolution of mobile advertising presents new video ad formats and more sophisticated targeting for their success. 
As this niche is only going to continue to grow, publishers need to pay attention to the different trends within mobile niche. Otherwise they will get left behind. 

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  1. 1
    Dr. Mayur Suhas Mengji

    Hello and good day…i was having a day off and reading through ad tech world developments…i wanted to share my view as an ad viewer and also suggest a few things as i am a shareholder of the company, it does sound a little funny)) still i think i should share this, which i think is a good idea…
    When i go online i go with a perticular reason most of the times so these adv. act as a distraction and irritation for me…but i hv noticed that if an sms comes to me i do watch it, read it…atleast i do not delete it immediately…it remains there in inbox and i read it when i get free to see whats in it…i personally feel that this type of advertising is underestimated a lot…why cant adv be done on video sms or mms video adv.?? Like digital sms advertising kinda thing… I would love to see such adv. about things i hv been looking for on internet recently…and another problem is we dont like the advertisement eating out data especially in countries like india where data plans are too costly…just for an example my service provider in russia provides me 2 free movies to watch on its app in their collection where they do not deduct my data usage, and i love this scheme so sometimes i watch the movie which i wasnt planning to watch otherwise, just bcoz its free…i guess this is how brain works…so tying up with Internet service providers who is also a telecom company to advertise on mms sms or video messaging which has specific e-signature kinda format which wont cost data will be of a greater impact i feel…not just this, you can also devlop downloading ads which do not cost data and video advertising messages on social apps like whatsapp…i really feel the add blocking is going to grow much more than what we have today and its not about the gadgets like a smartphone or tablets…its more about human brain and psychology….if one focuses on that to decode this problem i think is going to win the race…you have to conduct more people oriented studies than technology oriented…iin this race of ad tech companies we hv forgotton the main aspect why adv industry exist…it does bcoz advertizers watch it…so ones focus should be on conducting studies about advertisement experience of people watching it…o dont see such studies being conducted…there is a video about everything on youtube about what people think of millions of things they actually act like studies…but i dont see such a study about viewers…its bcoz industry has forgotton about them…lets not forget that if audience / viewer is not there or if they like ad blocker more than advertisement then we are heading at a blind end which is not far….Its just my view as a viewer…i do not know if this is the right place to share it…thank you….

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