88% of mobile users are happy to get ads for the free content (UK)Virtually nine in ten of Mobile phone users are happy to receive pre-roll mobile ads in return for free content, revealed in a survey.The study comes from 4th Screen Advertising’s new Adlndex® for Mobile advertising effectiveness research, conducted by Dynamic Logic.The objective of the six week study was to evaluate the effectiveness of pre-roll mobile ads on O2 Active, across a sample of 600 men and women aged 16 and older.
Brands included Citroen and LG ran 15 second pre-roll adverts using age and gender targeting.
Key Findings revealed:
* Overall response to pre-roll ads on mobile phones was very positive, particularly amongst a young male audience, considered to be ‘early adopters’
* The video content that accompanies the pre-roll ads is important in determining the effectiveness of the advertising, demonstrating that people who enjoyed the content are more likely to respond positively to the accompanying advertising.
* Respondents seem to be happy with the trade-off of watching a mobile pre-roll ad in exchange for free video content, especially males and the younger audience. Eighty-eight percent said they were happy to have video ads if it meant they could watch free video.
The research also shows that mobile pre-roll ads are “attention grabbing” and increased brand recognition:
59% said the mobile ads made them more interested in the advertised brand.
62% said it gave a good impression of the brands being advertised.
This research suggests that participants are happy to view pre-rolls ads, providing the advertising is matched appropriately to the video content; that the recall of advertising was high and that 59% reported they were ‘more interested in the brand being advertised’, as a result of seeing the ad. “I believe that understanding what your customers want to view is a key to the success of every targeted mobile advertising campaign.”
