<p><em>This post is sponsored by <a href="http://www.yume.com/" target="_blank">YuMe</a>.</em><br /><br />The tablet, once considered a novelty, is fast becoming an essential part of our lives: According to Pew Research Center, more than a third of American adults now own a tablet. In Q4, tablet sales are expected to outstrip those of PCs, and while marketers still spend more on TV <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> than online video advertising, that could change as tablet use skyrockets.</p>
<p><span style="line-height: 1.5em;">There are common-sense reasons for the rise of the tablet, including lower costs and flexibility, both of which make it easier to watch video anytime and anywhere. </span><a href="http://www.yume.com/" target="_blank">YuMe</a> conducted a survey showing that<span style="line-height: 1.5em;"> 33 percent of tablet users prefer to use their devices during "me time," giving their <keyword id="6361927" type="UNKNOWN" weightage="60" keywordseo="Tablets">tablets</keyword> undivided attention for at least an hour a day. Tablet owners tend to watch video for longer periods on weekends and less time on weekdays, and they're less likely to multitask when they do so.</span></p>
<p>Check out the infographic below to get more facts on how and where people watch video on their tablets - and what that means for advertisers. And <a href="http://www.yume.com/insights/video-advertising-research" target="_blank">go here to download YuMe's full report</a> on the behaviors of tablet users.</p>
<div><center><div class="KonaFilter image-container display-table no-rightrail"><div><div class="image on-image"><a href="http://www.yume.com/insights/video-advertising-research" target="_blank"><img src="http://static3.businessinsider.com/image/525c20d7eab8eae00b4c825b-975-3353/ipgmedialabtabletinfographic_fnl_forweb.png" border="0" alt="IPGMediaLabTabletInfographic_FNL_ForWeb" /></a><p class="source"><keyword id="1801633" type="COMPANY" weightage="60" keywordseo="YuMe">YuMe</keyword></p></div><p></p></div></div></center></div>
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INFOGRAPHIC: Where And How People Watch Video On Their Tablets

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image"><a href="http://www.yume.com/whatmatters/" target="_blank"><img src="http://static5.businessinsider.com/image/527d1f556bb3f7b75ee9b7dd-400-300/screen-shot-2013-11-07-at-32353-pm-1.png" border="0" alt="Screen Shot 2013 11 07 at 3.23.53 PM" style="font-size: 15px; line-height: 1.5em;" /></a><p class="source">YuMe</p></div><p></p></div></div><em>This post is sponsored by <a href="http://www.yume.com/" target="_blank">YuMe</a>.</em></p>
<p>When you're out walking the dog, you might stream video on your phone. On your lunch break, maybe you'll check out the online sales on your tablet, and then purchase those items later on your laptop at home. </p>
<p><a href="http://www.yume.com/" target="_blank">YuMe</a> conducted a study with U.K.-based research company Decipher on how people use their devices. Their conclusion: We love to consume media, but it's not the device that decides how we spend our online time. Instead, it's the environment and context of where we are, and what we need from our devices.</p>
<p><a href="http://www.yume.com/insights/video-advertising-research" target="_blank">Read the results of YuMe's research</a> and you'll come across some surprising findings, such as one that shows people use smartphones quite a bit at home, even though they can "lean back" with nearby larger screens. Also be sure to check out YuMe's <a href="http://www.yume.com/whatmatters/" target="_blank">infographic</a> that gives a top-line explanation of most of their conclusions.</p>
<p>Below are just a few ways people use their devices (and how ad-buyers can capitalize):</p>
<p><strong>1. It's about where we are and how we're feeling</strong>. If we're in a public place, we might opt for a smartphone instead of a tablet, to give us more privacy.</p>
<p><strong>2. We're "device agnostic."</strong> It's not the screen - it's the content. That means, to watch a video, we'll use any device that's handy. The only difference? We might not spend as much time watching a consuming media on our smartphone. </p>
<p><strong>3. We spend our money at home.</strong> The reason is obvious. At home, we can relax while carefully considering our purchases. We can also take advantage of Wi-Fi and watch video without having to worry about security and prying eyes. Survey subjects for the YuMe study said they were wary of what sites they viewed in public - and they didn't want to pull out their credit cards in public, either. </p>
<p><strong>4. Maybe it's time to re-think your <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> plan.</strong> Potential advertisers shouldn't separate their media plans by screen type. After all, the consumer isn't doing it. Advertisers should also know that "pre-roll" ads (those short commercials  that precede the video) are effective - 2.5 times more effective than banner ads. </p>
<p>Here's a small section taken from YuMe's helpful infographic. <a href="http://www.yume.com/whatmatters/" target="_blank">Download the full infographic here.</a></p>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://www.yume.com/whatmatters/" target="_blank"><img src="http://static6.businessinsider.com/image/527d1fae69bedd0e3a659905-963-359/screen shot 2013-11-08 at 12.22.52 pm.png" border="0" alt="Screen Shot 2013 11 08 at 12.22.52 PM" /></a><p class="source">YuMe</p></div><p></p></div></div></p>
<p>To read more of YuMe's research studies, <a href="http://www.yume.com/insights/video-advertising-research" target="_blank">go here</a>.</p>
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STUDY REVEALS: Pre-Roll Video Ads Are More Than Twice As Effective As Banner Ads

<p><em><div class="KonaFilter image-container float_right"><div class="image"><a href="http://www.yume.com/repurpose/" target="_blank"><img src="http://static1.businessinsider.com/image/527a50996bb3f787629ab766-797-598/yume-tv-to-web-ad-infographic.jpg?maxX=480" border="0" alt="YuMe TV to Web ad infographic" width="480" /></a><p class="source">YuMe</p></div><p></p></div>This post is sponsored by <a href="http://www.yume.com/" target="_blank">YuMe</a>.</em></p>
<p><em><a href="http://www.yume.com/" target="_blank"></a></em>A well-made TV commercial doesn't always work the same online. Digital screens are smaller and more mobile than TV screens, which means digital ads can drive greater engagement with the brand. Brands that recognize this have an opportunity to make the most of the digital medium.</p>
<p><a href="http://www.yume.com/" target="_blank">YuMe</a> worked with Millward Brown Digital to study numerous campaigns made for both the TV and the Web, then distilled that research into a set of best practices for advertisers who want to adapt TV commercials into strong and engaging digital ads. (One interesting fact: Short-form videos tend to be more memorable, long-form videos more persuasive.)</p>
<p>YuMe collected its <a href="http://www.yume.com/insights/video-advertising-research" target="_blank">extensive research</a> into a <a href="http://www.yume.com/repurpose/" target="_blank">handy infographic</a> that gives top-line tips for potential digital advertisers. Here are just a few of the ways you can rework a TV commercial for the Web:</p>
<p><strong>1. Make sure your product or brand name appears in every frame.</strong> In places where the product or the product name doesn't appear, add logos or branding. If for some reason there are third-party brands in the commercial, or even competitor brands, cut them to avoid confusion. </p>
<p><strong>2. Go for the human touch.</strong> Don't cut out any scenes in your commercial that have people in them. Everyone likes to people-watch, and users will be more interested in what other people are doing than almost anything else. </p>
<p><strong>3. Stay on message.</strong> Make sure that when you re-edit the piece, you don't lose track of the point you were trying to make in the first place. If the point of the campaign is that your new ski resort is having its grand opening, don't omit that piece of information because it somehow seemed less relevant when you were re-editing the video.</p>
<p><strong>4.  Make sure your voiceover matches the text.</strong> The copy on screen should correspond to what's being said, so that the message of your ad is consistent.</p>
<p><strong>5. Add interactivity. </strong>Give users a chance to respond. If they can click for more information, or to see more visuals, you're using the Web to its full potential.</p>
<p><strong>6. Have a strong call to action.</strong> Take advantage of what the Web has to offer, such as its ability to drive user action almost immediately.</p>
<p>Here's a small section taken from YuMe's infographic. <strong><a href="http://www.yume.com/repurpose/" target="_blank">Download the full infographic here</a>.</strong></p>
<p><div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://www.yume.com/repurpose/" target="_blank"><img src="http://static6.businessinsider.com/image/52741e1aeab8ea70765941a6-837-527/yume.jpg" border="0" alt="Infographic YuMe" /></a><p class="source">YuMe</p></div><p></p></div></div></p>
<p>To read more of YuMe's research studies, <a href="http://www.yume.com/insights/video-advertising-research" target="_blank">go here</a>.</p>
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INFOGRAPHIC: Where And How People Watch Video On Their Tablets

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STUDY REVEALS: Pre-Roll Video Ads Are More Than Twice As Effective As Banner Ads

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6 Ways To Turn Your TV Commercial Into A Great Digital Ad

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