Tablet Users More Attentive, Tablet Ads Generate Better Recall, IPG’s Manatt

By on 08/20/2013 12:01 PM @daisywhitney

Videos ads on tablets often grab a viewer’s attention more because tablets are highly personal devices and consumers are usually holding them in their hands, says Kara Manatt, VP, Consumer Research Strategy at IPG Media Lab in an interview with Beet.TV. IPG studied tablet effectiveness and drew several takeaways – consumers often use their tablets when in a quiet, comfortable spot, they tend to multitask less on tablets, and they recall ads better as a result.

IPG studied consumers across environments and while viewing video content on TVs, PC, smartphones and tablets. “Is the ad able to break through? The saying was that advertisers were wasting 50% of their budget reaching people who would never be in the market for their products, but now the challenge is reaching people who are going to pay attention. With tablets we are finding they watch with greater attention,” Manatt tells us.

For more insight into the study IPG conducted with YuMe, check out this interview.

A copy of the research report on tablets can be found here.

Disclaimer:  This interview is the first in a series of videos produced from the YuMe Research Roadshow produced by Beet.TV as part of a  YuMe sponsorship.

 

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