Tablet and mobile device users are often highly engaged with the content they are consuming on such devices, which can lead to all sorts of opportunities for interactive and call-to-action ads, said Sean Crawford, VP of International Business at video technology provider, in an interview with Beet.TV at the OMMA Video conference.

About 77% of tablet users spend about 90 minutes a day using those devices to consume content, he said. He added that about 55% of video consumption today is originating off-PC, meaning on cell phones, tablets and other devices. Those data points, coupled with the single-task-at-a-time nature of mobile devices, underscores that the mobile platform offers opportunities for engagement and interactivity, he said.

Daisy Whitney