The Touchscreens Have It: IAB Says Tablets, Smartphones Driving Big Returns On Ads

Revenues from mobile ads are only a small fraction of the overall digital advertising pie -- and an even smaller slice of overall advertising revenues, but some research out today from the Interactive Advertising Bureau underscore why that may well change in the future: ads that appear on touchscreen devices like tablets and smarphones are showing some of the highest levels of engagement of all digital ads. The report, conducted in conjunction with ABI Research, is the result of interviews with 552 smartphone owners and 563 tablet users and presents a pretty comprehensive picture of how those users are interacting with ads on their devices -- covering topics like what media they are consuming when they are viewing and responding to ads, where they are, what time of day it is, what ads work the best, and what users do after they see the ads. At a time when the mobile ad market is still thin on comprehensive and standard reporting metrics (although the IAB is working on that, too) and scale compared to online ads, the ?results could prove a useful tool for those looking for how best to tackle mobile ad campaigns in the future.

Source: http://feedproxy.google.com/~r/Techcrunch/~3/geGPdya41zE/

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