More and more consumers are engaging with content across a variety of screens, and often accessing them via multiple screens simultaneously. This means advertisers have to take a holistic approach to their marketing strategy, and adjust the content to fit the context of various screens while considering consumers' multi-screen habits.
This is the gist of Appier's research report, which aims to provide insights into how users interact on multiple devices. According to the marketing technology company, this is also the first report of its kind as it is based on 345 billion pieces of actual user behaviour data from Appier campaigns across 10 Asian markets - Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, Singapore, Taiwan, Thailand and Vietnam - in the first half of 2014.
The report revealed that 19 percent of global users have both smartphones and tablets, and this number is expected to grow to 25 percent by 2016. Additionally, it is found that the usage of these devices is highly dependent on the day and time.
Specifically, smartphone traffic is generally higher on the weekends, with Fridays being the highest in volume for most markets. Following this finding, Appier said that marketers need to be prepared to capture the surge in weekend mobile traffic, which begins early on Thursdays.
Similarly, tablet traffic is generally higher on the weekends. However, unlike traffic on smartphones, tablet traffic is the highest on Thursdays.
Besides that, Appier also advised marketers to take advantage of the three spikes in mobile traffic in the day to increase awareness and engagement with potential users. Mobile activity is the highest during lunchtime, right after work, and right before bedtime.
As for the market trend for devices based on screen sizes, Appier found that consumer preference for screen size is shifting towards the middle - there is a growing number of larger mobile phones and smaller tablets.
Despite the growing preference for smaller tablets, larger tablets still makes up for the majority of the tablet market. Smaller screen sizes, regardless of device type, show higher ad click-through-rate (CTR), potentially due to larger 'share of screen' on smaller screens. With regards to the overall Asian market, Appier said to focus on capturing users on their smaller-screen smartphones to help with the increase of overall ad CTR.
Lastly, Appier commented that ad format plays a critical role in the success of a cross-screen advertising strategy. With the exception of Southeast Asia (SEA), rich media is the best performing ad format across both smartphones and tablets. This means that advertisers need to leverage native ads in SEA, and rich media ads for the rest of the region, to increase CTR and user engagement.
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