Mobile devices generate strong ad engagement

Tablet users are demonstrating strong receptiveness to advertising with 47% of owners admitting they engage with ads on the device more than once a week.

That’s according to new research from the Interactive Advertising Bureau (IAB) which also found one in four smartphone users interact with ads at the same frequency.

Additionally, the findings showed that once these users engage with an ad, they are 'extremely likely' to take action (80% smartphone users, 89% tablet users).

Nearly one-third of mobile device owners (30% smartphone users, 32% tablet users) admitted they were likely to respond to ads that related to their current location (referring to home, rather than on the go), said the study.

Anna Bager from IAB said: “Both tablet and smartphone users show an impressive interest in mobile advertising. The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly.