Context is everything. Some mobile habits overlap, but there are significant differences in how consumers use their tablets and smartphones which marketers need to understand to effectively use the devices. Like portable personal assistants, smartphones accompany us everywhere. They tend to be used primarily for task-related activities, like sending email, going online and sending text messages, so text message and shorter ads have been successful in this environment. Tablets, meanwhile, are most likely to be taken out at home and used for long-term media consumption, so users may be more tolerant of longer ads as long as they don't get in the way of their media experience.
Infographic: Carlos Monteiro