• by Wayne Friedman , October 14, 2015

Live TV ads were favored over other formats overall, for a 29% score. On-demand TV ads came in at 21%, followed by commercials on computers at 20% and tablet and smartphone each with 19% -- according to a new study from Millward Brown.

The survey said consumers prefer "skippable pre-roll" video ads -- 44% were in favor here and skippable mobile pop-ups (41% favorably. Less favorable were mobile app pop-ups (11%) and non-skippable pre-rolls (15%). That said, the most popular ad format is mobile app reward videos, which earned a 54% score.

Overall, 45% of U.S. multiscreen users said they were less likely to skip ads if they were funny or humorous. Thirty-three percent said they would pay attention if reward points or coupons were part of the deal.

Multiscreen users also favor branded videos that are not advertising. Here, tutorial videos had a 64% favorable rating; with expert review videos at 55% and user review videos at 52%.

The survey also noted that among younger Millennials, 16 to 24 years of age, more digital time is being spent watching video -- 45% of computer time and 64% of all tablet time is spent watching videos.

The Millward Brown “AdReaction” survey came via smartphone or tablet from more than 13,500 16- to-45-year-old multiscreen users across 42 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. In the U.S., Millward Brown surveyed 1,000 consumers.

The survey also parallel copy tested 20 TV ads across TV, digital and mobile platforms in eight countries, interviewing more than 10,000 consumers.