The highest click-through rates across a broad range of categories including automotive, consumer goods, food & drink, home & garden, retail, technology and travel was delivered by tablets, MediaPost reports. The report cites the Drawbridge Q3 2017 Cross-Device Advertising Benchmark Report, which analyzed billions of impressions served from July 1, 2017, through September 30, 2017, across every vertical, device and format.
“The data notes the likelihood of the types of devices consumers will use to click through advertisements to the company’s landing page to complete a task or make a purchase,” MediaPost reports.
Tablet impressions delivered a 1.13% click-through rate, while desktop ads saw an overall CTR of 0.03% and smartphone placements drove 0.49% CTR. Interstitial ads on smartphones and tablets helped drive higher CTRs on those devices.
The report quotes Brian Ferrario, vice president of marketing at Drawbridge, saying: “Tablets are not replacing desktops, which was once predicted. If anything tablets are merging with phones. Every device is becoming mobile, and the trick is to be present when the consumer is.”