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Tablet advertising: The key metrics

The results from Newsworks’ Tablet Project provide a snapshot of some standard metrics, terms and averages for this evolving sector.

We tracked 20 campaigns across five sectors, creating for the first time some key benchmarks for tablet advertising. Scroll down for the results or download the charts.


Averages across five sectors


Average tap rate
0.79%
40x
better than online norms

Average dwell time
7.0 seconds
40x
better than online norms

Individual sectors


Motors
0.61% 6.9s

Finance
0.87% 5.9s

Retail & Travel
1.04% 6.1s

Tech
0.84% 6.8s

Entertainment
0.57% 10.1s

Creative types


Text Link
0.82% 5.6s

Video
1.06% 7.1s

Interactive
0.42% 9.0s

Useful terms

Metrics are only part of the picture - clarity and consistency of language is equally important. We found the following four terms most helpful:

Ad views
Total number of views an individual ad received

Taps
Various interactions within the ad

Tap rate (%TR)
Interactions as a percentage of views

Dwell time
Time spent with an ad


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Shift 2013 was the first-ever Newsworks conference, highlighting how newspapers are effective and influential platforms in the multiplatform age.

16 April 2013  - The British Library, London