Standard Banner and Pre-Roll Video Ads to Fall Out of Favor on Mobile Platforms
The video generation has spoken. Smartphone users enjoy all of the latest technology being delivered to the palm of their hands. This attitude extends to the type of advertising these consumers want to see: video or other interactive messages.
Digital advertising has long been about email or banner ads. As the transition to mobile gains speed, some marketers have been tempted to transfer their typical digital ads to the mobile and social space. And in those formats, the ads are being ignored according to a Harris Interactive survey carried out for MediaBrix.
The survey results indicate that Facebook is a major online portal for millions of consumers who also use the platform to engage with apps (33%) and play games (65%). These interactions amount to a lot of potential ad opportunities. And the users have ad preferences. On Facebook, 72% of surveyed consumers want ‘immersive and interactive ads’ presented to them. Only 28% of those who use Facebook apps want to see banner ads. The app users are also put off by pre-roll video. 62% want the video ads introduced during a ‘natural break in the game or app.’
Smartphone users largely concur. 6 out of 10 of these consumers like the free mobile app model while 4 in 10 will pay for an app to avoid advertising. If smartphone users must see an ad while using an app, they mostly prefer to see those ads during natural breaks.
MediaBrix analysts emphasize that the reliable web-based ad model is no way to monetize apps. The path to success on this platform is all about “running interactive ads to achieve consumer engagement,” according to Ari Brandt, CEO.[Source: Survey Reveals Inadequacies. MediaBrix.com. 15 Aug. 2012. Web. 27 Aug. 2012]