Can we still call the iPad an emerging device?

In our 2010 Video State of the Industry survey we inquired about emerging devices to determine whether it was in fact, a truly “emerging” sector for online video. The fields were limited, so in our most recent report (November 2011), we broadened the question and asked both advertisers and publishers about specific brands of devices.

Out of all of the emerging devices we inquired about, video ad spending on the iPad showed the most significant increase, up 18% from last year. Adding to the indicators of engagement, the growth in iPad adoption could very well be attributed to the idea that it’s the most popular device because it delivers the ideal mix of TV and video exceptionally well.

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