Bigger isn't always better for mobile ad clicks, report says

When it comes to advertising on mobile devices, bigger screens don't necessary equate to more clicks.

Although the Amazon Kindle Fire's popularity may be dipping, a mobile advertising company says that users of the 7-inch tablet click on more ads than do those who use the 9.7-inch Apple iPad.

Jumptap, a company that focuses on targeted mobile advertising, released a report today containing data related to mobile devices, fast food ads, and the Kentucky Derby.

While the Kindle Fire may have the highest percentage of actual clicks on advertisements for the first quarter of this year -- 1.02 percent of views over iPad's 0.9 percent -- the report also found that Baby Boomers are the main users of the Fire. And Boomers, ages 45 to 64, are actually less likely to make purchases from their tablet, according to the report.

Still, Jumptap recommends that advertisers who want to target that age group should think about designing their ads to function well within the Fire's screen size -- advice that bodes well for any targeted market.

Advertisers should create ads for different screen sizes to maximize the user's experience, the report said, and theoretically to get more clicks.

For example, if you want to target consumers aged 18 to 34, you should design ads for an iPad experience. That age range is more likely to own an iPad over a Kindle Fire, and those ages 25 to 34 are most likely to actually buy something via their tablet.

Other data mined by Jumptap show that consumers are more interested in clicking on fast food ads during the weekends versus weekdays, and that the use of mobile devices in and around Louisville, Ky., gradually increased throughout Kentucky Derby Day. Usage dipped during the race itself -- safe to say people were watching the horses instead of looking at their phones and tablets -- and then spiked immediately afterward. According to Jumptap, advertisers should take advantage of such data when planning campaigns.