Interactive ads attracted to tablet owners

I found the students were more concentrating on the slides when the professor showed us the movie ads at today’s class. I was wondering if for mobile or tablet users, people like interactive ads more than graphic ads. So I found the following interesting research based on a survey of 1,000 tablet owners on their attitudes towards tablet advertising.
It found that 55% of the respondents felt that tablets could offer different advertising comparing to any other media, and that they expected the unique functionality of tablets to be incorporated into the ads they see.

It also found that more than 2/3 of the consumers are comfortable with the value exchange of ad-funded content on tablets.
Besides, interactive ads that include a video or gaming element are received better than static ads on tablets. When comparing the static and interactive ads, more than three times as many respondents thought that the interactive ads were innovative. The interactive ads are "engaging" and "memorable" by around twice as many respondents.
Meanwhile 82% said that ads should not interfere with what they are doing and should be adapted to the content around them.

From these data, we can find that the relationship between consumer and brand is very positive when the ads are interactive.