Mobile Users are Task Oriented, Tablet Users More Entertainment Oriented

Research to date on tablet advertising has typically found that placements that take advantage of the full features of the device—like video, 360-degree views, striking photos and interactivity—appeal most to users. An Adobe-sponsored study found flashy iPad ads were more engaging and effective than their static print counterparts, and earlier research from UM and Time Inc. indicated that videos were the most desired feature of iPad ads.

On smartphones, by contrast, users seem to prefer to keep it simple. A Pontiflex survey conducted by Harris Interactive found that very few smartphone users preferred ads that were like commercials or that featured video. Just 15 percent of all adults liked such ads on their phone, vs. 63 percent who preferred more basic coupons, deals or newsletters.

So it appears the flashy video ads are better suited to tablets, while coupons are better suited to smartphone users.

The Differences Between Mobile and Tablet Advertising - eMarketer