Tablet User Ad Recall High, Study Shows

By on 08/21/2013 10:57 AM @daisywhitney

NEW YORK – The tablet is on pace to become a vital screen for watching video and ads in video, says Travis Hockersmith, VP of Client Services at YuMe in an interview with Beet.TV. “We do see tablets as more or less the future of video consumption,” he tells us, citing insight from a study YuMe conducted in partnership with IPG Media Lab and Millward Brown.

The tablet is a highly personal device and users tend to watch video on tablets at home, on vacation, in bed, or on the couch — in short, while relaxing. In fact, tablet users often spend as much time on their tablets as they do on their smartphones, the study showed. The majority of tablet video viewers spend more than an hour a day watching video, often TV shows, on these devices. Because they tend to multi-task less on tablets, ad recall is often higher, with unaided recall at 57% compared with 49% for smartphones, 47% for computers and 45% for TV. “When you apply the same demographic targeting online and reach the same audience that can improve brand lift too,” Hockersmith says.

You can download the research paper on tablets here.

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

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