The pre-roll with overlay and the rich media interstitial did not stand out by quite as wide a margin across so many metrics but still showed improved performance over the corresponding benchmark ad by every metric for which data was available.
Mobile to Surpass Newspapers for UK Ad Spending - eMarketer
But search behavior between smartphones and tablets cannot be lumped together. The difference in search behavior on the devices mirrors the difference in their usage patterns. More searching happens on the tablet, but it is largely located in the home. Searching on the smartphone is less common, but more likely to happen outside the home and result in an action.
Almost two-thirds of businesses are currently less than mobile, according to a 2015 survey. In the next two years, however, execs expect a larger percentage of their organization to be mobile as their audiences continue moving in the same direction.