Almost nine out of ten (88%) UK mobile phone users are happy to receive pre-roll mobile ads in return for free content, according to 4th Screen Advertising’s new Adlndex for Mobile advertising effectiveness research, conducted by Dynamic Logic.
The study, which ran from 31st March to 9th May, found that 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, with 59% saying that mobile ads made them more interested in the advertised brand, while 62% said it gave a good impression of the brands being advertised.
Mark Slade, MD, 4th Screen Advertising, said: “It is essential for us as a business and an industry, to understand the power of mobile advertising to deliver brand awareness in the UK market place, hence the commissioning of Dynamic Logic to research the effectiveness across a broad customer demographic on O2 Active.”
A report from Juniper Research published earlier this year forecast that total annual adspend on mobile will exceed $1 billion for the first time in 2008, reaching $1.3 billion by the end of the year and rising to nearly $7.6 billion by 2013 (see Annual Mobile Adspend To Pass $1 Billion In 2008).
Harris Interactive, meanwhile, conducted a study in the US which found that over half (56%) of US teens would be interested in viewing mobile ads with incentives.
The survey, of 1,000 US adults ages 18 and over and 200 teenagers ages 13-17, also found that over one-third (37%) of adults said that they would be receptive to such advertising (see Over Half Of US Teens Interested In Viewing Mobile Ads With Incentives).
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