Brands Should Build Creative Specifically for Tablets, Study Reveals

By on 08/21/2013 12:11 PM @daisywhitney

NEW YORK – Given the ad receptiveness of tablet viewers, brands should start building creative specifically for tablets, following some best practices for the medium, says Scot McLernon, Chief Revenue Officer at YuMe, in an interview with Beet.TV.

For instance, short-form ads are often more memorable and have higher completion rates. Also, brands benefit when including interactive elements, such as asking viewers if they want to see more video. It’s wise to enhance an ad with simple elements such as giving viewers the ability to easily tweet it, Facebook it, and share it, McLernon says. “Those are simple things to do,” he explains, citing research YuMe conducted with IPG Media Lab and Millward Brown into cross-screen usage and ad effectiveness.

Since half of tablet viewers are often multi-tasking, advertisers should build creative for tablets in order to generate the most effectiveness. “We need to look at the tablet as a great next ad vehicle, and if it is in fact the greatest video viewing device, it can also be one of the great ad devices and we need to look at taking creative specifically for the tablet, knowing it is a great one-to-one ad environment,” he explains.

You can download both studies for free right here.

This video was produced by Beet.TV as part of a series of the YuMe Research Roadshow sponsored by YuMe.

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