Consumers' tendency to be in a quiet place and more focused when they use tablets translates into better effectiveness for video ads on the devices, according to a study by IPG Media Lab. "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," said Kara Manatt, IPG vice president of consumer research strategy.

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