When using Facebook apps, only 28% of people prefer to view standard banner ads, whereas 72% prefer viewing immersive and integrated ads—those that offer virtual rewards or currency, or interactive video ads that occur during natural breaks in an app or game—according to a survey conducted by Harris Interactive on behalf of MediaBrix:
The study explores consumers' shifting preferences in media consumption, particularly in light of trends in social gaming, and mobile and online video consumption.
Below, additional findings from Harris Interactive and MediaBrix study.
When using mobile apps, only 40% of smartphone owners prefer to view standard banner ads, whereas 60% prefer immersive and integrated ad units:
Video Ads in Social, Mobile Apps
Similarly, the study underscores the importance of in-app video ads not preempting apps use:
- 37% of Facebook app users prefer to be shown pre-roll ads in Facebook apps, whereas 63% prefer to either initiate the video ad or have it shown during a natural break in the game or app.
- 38% of smartphone owners prefer to be shown pre-roll video ads in mobile apps, whereas 62% prefer either to initiate the video ad or have it shown during a natural break in the game or app.
Ad-Supported vs. Paid Apps