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Viewers recall ads best when they watch them on tablets: Study

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A study from IPG Media Lab and digital video advertiser YuMe suggests that viewers remember ads better when they watch them on tablets than when they watch them on smartphones, computers or TVs.

ad recall

The study sampled about 8,300 people and analyzed their viewing habits at the time of day when they normally watch video. It followed up with webcam interviews.

IPG suggests the better ad recall is due to the fact that viewers tend to watch videos on tablets when they’re just sitting at home.

tablet viewing where

And they don’t multi-task as much as they do when they are watching TV.

YuMe IPG Tablet multitasking

This appears to be especially true for younger viewers.

multitasking age

You can download the study here.