Advertisers
have been keeping an eye on social media and mobile habits of consumers in the
last few years. Recently, a study conducted by Harris Interactive on behalf of
MediaBrix breaks down how users choose to view ads on both platforms.
According
to the Center for Media Research, the majority of people polled preferred ad
units that are immersive and integrated rather than standard. Immersive and
integrated means that the ads interact with users with virtual rewards/currency
or video ads and typically run during a natural break in the game or app.
Results
show that 37% of Facebook app users and 38% of smartphone app users prefer
pre-roll video ads prior to the app launching, while 63% of Facebook and 62% of
smartphone users wish to initiate the video ad or have it run during a break in
the app or game.
Another
finding is that users are in favor of ad supported apps and games in order to
keep them free. Only 13% of Facebook app users and 39% of smartphone app users
wish to pay in order to keep the apps or games advertising free.
Overall,
advertisers can pull out the fact that users are open to advertising in the
media they consume. However, standard ads are not going to be as well-received
as an interactive ad.
Be sure to visit Ruth Burke &
Associates’ blog to find the latest in media news and receive helpful tips to
make your advertising campaign successful...
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