• by Daisy Whitney , Op-Ed Contributor, August 22, 2013

Tablets might be the ideal video viewing device for ads.

That’s the finding of a research report by IPG Media Lab and YuMelooking into consumer interaction with videos and video ads on tablets. Because consumers often use their tablets at home while relaxing on the couch or in bed, they often multitask less on them -- which in turn leads to higher ad recall. The majority of tablet video viewers spend more than an hour a weekday watching video.

Unaided brand recall for tablet video viewers clocked in at 57%. That compares to 49% of smartphone viewers who could recall brand names without prompting, 47% of computer users, and 45% of TV viewers, according to the online survey. The ad recall figures are particularly useful for brands, given that most tablet video viewers skew toward watching TV shows on their tablets, and that type of programming is most likely to include ads. In fact, 81% of tablet video viewers sometimes or always watch TV shows on their tablets.

Here’s the key takeaway, though: When repurposing TV spots for online video, brands would benefit from mixing up the creative a bit, and weaving in some interactivity, the research found. The addition of interactive elements in video ads drove a lift in several brand metrics, including brand awareness, brand favorability and purchase intent.

Additional interactive features that can be woven into repurposed TV spots to freshen them up for online include surveys, links to product sites, social media links, and even suggestions for more videos to watch. IPG and YuMe also advise brands to keep repurposed spots short, to cut any secondary messaging, and to add visual enhancements to the spot when possible. All of these factors can boost engagement and the persuasive power of the ads, according to the study. Brands should also add logos or branding on every frame and a strong call to action, because that helps take advantage of the online format.