SOURCE: engage:BDR


September 14, 2015 09:00 ET

Smartphones vs. Tablets: engage:BDR Releases Cross-Channel Consumer Media Study

Research Illuminates Which Device Most Likely to Drive Marketing Goals

LOS ANGELES, CA--(Marketwired - Sep 14, 2015) - engage:BDR, a leading cross-device advertising solution company, today announced new research comparing consumer engagement with video media on smartphones vs. tablets. The measurement of consumer engagement focused on 218,000,000 impressions over a six-month period.

In 2015, consumer interaction with media across smartphones and tablets hit an all time high, attracting some of the largest shifts in ad spending toward mobile. In acknowledgement of the marketplace fact, engage:BDR's real-time study examined:

  • The overall performance of media on smartphones vs tablets
  • Mobile Web performance of media on smartphones vs tablets
  • In-App performance of media on smartphones vs tablets

Overall, smartphones and tablets generate extremely similar view through rate averages. (+1.1% difference in favor of tablets.) However, the click through rate average for media viewed on smartphones was 33% greater than on tablets.

Mobile Web performance on smartphones vs tablets
In relation to Mobile Web performance, engage:BDR's research found that tablets have slightly better (+7.2%) average view through rates. However, smartphones have 80% better click through rates than tablets on Mobile Web.

In-App Performance on smartphones vs tablets 
When comparing In-App performance on both devices, engage:BDR found that smartphones have 33% better average view through rates than tablets, while tablets have a 36% better click through rate than smartphones on In-App inventory.

"The takeaway for marketers is clear," said engage:BDR founder and CEO Ted Dhanik. "If the goal of a campaign is to drive clicks or site visits, marketers ought to concentrate spend on key placements targeting smartphone users, especially on Mobile Web. For campaigns whose success is defined around completion of creatives, In-App, smartphone inventory is key, but additional scale can be found on Mobile Web tablet inventory as well."

Throughout the rest of the year, engage:BDR will be actively sharing findings alongside other educational workshops and resources.

About engage:BDR
Founded in 2009, engage:BDR is a leading cross-device advertising solution company, consistently recognized for powering outstanding, integrated display and video ad experiences. The world's top advertisers and comScore's top 1000 publishers depend on our innovative advertising and managed service solutions to drive KPIs ranging from the greatest reach to the longest time spent with media. Our industry-wide role and collaboration to deliver innovations that make advertising and publishing better is core to our mission! Founded by several of the industry's top pioneers, the company is private, profitable and growing.

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