Commentary

Consumers Can Stomach Ads In News Feeds, Research Shows

Consumers are most critical of ads that run on their most personal device: smartphones.

That said, mobile users are more critical of some ads than others. Relative to other video ad formats, however, mobile users are most likely to find pre-rolls ads engaging.

Indeed, 54% of consumers found pre-roll ads on mobile “engaging,” while 44% said they prefer mid-roll video ads, and 37% prefer “out-stream” video ads -- or those that play outside of video content.

The research partners also found that mid-roll communicates brand messages particularly well on larger, more TV-like screens, while the format ranked higher in message recall for desktop viewers at 27% -- and especially compared to 8% for out-stream ads.  

Marketers should not totally write off out-stream video ads, however. That’s because when consumers do complete such ads, they are around 300% more likely to remember those ads.

For obvious reasons, however, mobile doesn’t offer the best canvas for out-stream ads.

Across platforms, pre-roll has best value for all brand metrics due to its familiarity and lack of perceived intrusiveness, the researchers found.

When considering multi-format media plans, it is important to think about how they are constructed, the researchers suggest.

This column was previously published in Moblog on April 17, 2017.

advertisement

advertisement

Next story loading loading..