Google said in a blog that it has looked at how consumers engage with ads on tablets, and concluded that "they have higher expectations of ads on tablets, believing they should be more interactive and touch screen friendly."\
So it came up with Rich Media Designs for Mobile, which lets advertisers create rich media banner ads using existing assets. And in search it has put Media Ads in beta this week. Media Ads bring video content directly into an ad on the search results page.