Tablet owners believe the platform offers something different to other forms of advertising but expect adverts to be interactive and engaging.
Research by the Internet Advertising Bureau (IAB) found that 55 per cent of tablet owners think that advertising on tablets can do things that other media cannot.
This functionality is not being exploited and 30 per cent of owners said tablet advertising had not lived up to expectations so far.
Almost two thirds of respondents would prefer tablet applications to have lower upfront costs with more ads, than higher upfront costs with fewer ads.
The study also found that consumers are more than twice as likely to be engaged with tablet ads that are interactive.
IAB’s Senior Mobile Manger Alex Kozloff said: “There is a clear expectation from consumers for tablet advertising to match the high quality of the overall tablet experience.
“It is still early days for tablet advertising, but consumer expectations are already raised. However it is fantastic to see that the interactive rich media formats available today seem to be hitting the spot amongst respondents across a number of measures.”
The 1,000 respondent study was delivered by research agency Ipsos MediaCT.