1) Tablet usage peaks in the evenings and on weekends, and tablets are commonly used for entertainment and multi-tasking like watching TV. 2) Smartphones are changing shopping behaviors, with 38% using their phones in stores for product information. 3) Optimized mobile websites see increases in time spent and pages viewed per visitor compared to non-optimized sites.

1. Brains and Breakfast
Guy Phillipson, CEO IAB UK

2. Three device lives: tablets in context

3. Objectives
Core Objective:
To understand the ways in which people consume content across
mobile, tablet and PC devices
Through exploration of:
Differences in Appreciation of device Interaction with
consumption between optimised content on advertising across the
devices each device three devices
… and crucially what this means for advertisers

4. The smartphone is used with the highest
frequency
Which device did you use to access the internet or use an app?
PC+Smartphone Users Tablet+PC+Smartphone
Users
79% 63%
21% 19% 17%
Base: PC+Smartphone Users 413 / Tablet+PC+Smartphone Users 256

5. Each device has it’s moment during the day- the
tablet particularly during the evening
Day in the Life of Device Usage - Weekday
35%
30%
25%
% of Interactions
20%
15%
10%
5%
0%
Night Time Early Morning Morning Late morning Early Afternoon Early Evening Late Evening
1-3am 4-6am 7-9am 10am-12am Afternoon 4-6pm 7-9pm 10-12pm
1pm-3pm
Desktop Mobile Tablet
Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544

6. Tablet usage peaks during non working
hours
Day in the Life of Device Usage - Tablets
30%
25%
% of Interactions
20%
15%
10%
5%
0%
Night Time Afternoon Morning 7-9am Late morning Early Afternoon Early Evening Late Evening
1-3am 4-6pm 10am-12am 1pm-3pm 7-9pm 10-12pm
Weekday Weekend
Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185

7. Tablets are a multi-tasking device
51% 33%
Tablet usage with 35%
TV Mobile usage Desktop
with TV usage with
TV
Source: IAB Three Device Lives: Tablets in context

8. Tablets are an entertainment device
Which of your devices best allows you to be entertained?
PC,
29%
Tablet,
49%
Mobile,
22%
Source: IAB Three Device Lives: Tablets in context

9. Tablet owners shop a lot
72%
purchase
weekly
2:56 2:12
Source: IAB Mojo Study

10. Smartphones are changing the way we
shop
38%
of respondents
use their
smartphone in
store
E1b. When you have been out shopping have you ever used your mobile / smartphone to look for more information
on products you were thinking of buying?

11. Top 100 advertiser mobile websites
63% Vs. 37%
Non - Optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

12. The average minutes per visitor increased
by 2 minutes on optimised sites
6
5
Average Minutes per Visitor
5 Definition:
Average Minutes
4 per Visitor
3 The average
3 number of
minutes spent on
2 the website
during the
1 month, per
visitor.
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

13. There are 33% more average pages per
visitor on optimised sites
20 19
Definition:
18 Average
Average Pages per Visitor
16 Pages per
14 Visitor
12 The average
12
number of
10 pages viewed
8 during a
6 month by
4 persons
visiting the
2 website.
0
Non - optimised Optimised
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

14. Tablet Ad Formats Study

15. Methodology
• Quantitative
• Ipsos ran a survey of 1,000
respondents completed on their
tablet
• 9 ad formats embedded in a mock
newspaper page from Celtra
platform
• Qualitative
• 4 day blogging exercise with 8
tablet owners
• Respondents asked interact with a
range of static, animated and
interactive ads on their tablets from
publications including Wired, Vogue
and Vanity Fair
Source: IAB Tablet Ad Format Study July 2012

16. The 9 formats
Static Dynamic Interactive
MPU
Leaderboard
Full Page
Source: IAB Tablet Ad Format Study July 2012

17. Interactive Example
http://www.youtube.com/watch?v=IATv7_8nOQk

18. There is an expectation for advertisers to
be on tablets
45%
“I expect my
Agree
favourite brands
to be advertising
39%
Neutral
on tablet
computers”
Source: IAB Tablet Ad Format Study July 2012

19. The more dynamic & interactive the tablet
ad, the better they perform
Interactive 48% Interactive 44% Interactive 40%
Animated 42% Animated 39% Animated 33%
Static 20% Static 13% Static 21%
Engaging Innovative Memorable
Interactive 19% Interactive 32%
Animated 21% Animated 36%
Static 32% Static 56%
Boring Ordinary
Source: IAB Tablet Ad Format Study July 2012

20. Different formats have different strengths
Size of bubble represents UNIQUE / MEMORABLE
% who recall seeing ad Full Page Interactive I
Full page
MPU Interactive
MPU
A Full Page Interactive II
B Leaderboard Interactive
C MPU Dynamic
ENGAGING / FUN
Leaderboard Dynamic
ANNOYING / IRRITATING
Leaderboard
D
E Full Page Static
G
MPU Static
F
Leaderboard Static
H
I
BORING/ ORDINARY
Source: IAB Tablet Ad Format Study July 2012

21. Summary
• Consumers already expect to see tablet ads
and like ad funded models
• Interactive formats create a connection-
consumers like to ‘get their hands dirty’ with
tablets
• Although consumers expect more from tablet
ads, the old rules of advertising still apply.
Context is king.
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