In an era of multi-screen entertainment, internet video advertising needs to do more than ever to engage viewers and keep them interested, according to digital technology expert Cella Irvine.

According to a July survey from the Pew Research Center, 38 percent of respondents used a cellphone during a television commercial break. In light of this trend, Irvine offered tips on what video advertisers can do to keep audiences engaged. For starters, she said video ads need to respect the viewer and be relevant to them.

"Users want to see video advertising that's relevant to the content they're viewing, puts them in control with user initiation and enables choice about when and how to engage," Irvine wrote. "Ads that can put the user's needs first will be able to deliver on the true promise of digital advertising: accountability and engagement."

Additionally, Irvine wrote that the best ads connect with the target audience by understanding the which platform is ideal for the intended viewership, whether it is through mobile, a computer or via a connected television.

"Don't expect one solution to reach all audiences, but a smart mix that makes sense for your brand. Your audiences will deliver the results," she wrote.