October 30, 2017
It appears that rewarded video ads are becoming the preferred ad type of choice among mobile app users. According to an AdColony survey of mobile app users ages 14 and up throughout Europe and North America, 40.1 percent indicated a preference for rewarded video ads.40.1% of mobile app users in Europe and North America prefer rewarded video ads. #digitaladvertising #mobileads Click To Tweet
Additionally, results of the survey found:
- Ads that allow users to play a portion of a game instantaneously were deemed only okay by 22.4 percent of participants.
- Interstitial display ads (i.e., ads that pop up in between screens or between navigations) were only a favorable ad type for 12 percent.
- Only 14.2 percent reacted positively to pre- or mid-roll ads.
- Positive outlooks for all native ad types was lower for older users than for younger users.
What This Means for Advertisers
According to eMarketer’s calculations, over $45 billion in mobile ad spending will go towards native apps in 2017. With such a high spend, it’s obvious that this is where a bulk of marketers’ attention is dedicated. As such, it’s important to know which mobile app ad formats are the most preferred and which will subsequently generate the most promising results. Advertisers that market through mobile apps should focus on creating campaigns with rewarded video ads because users like to be rewarded for viewing an ad.