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Facebook and Mobile App Users Prefer Interactive Ads

August 17, 2012
  |  11,220 views

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


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  • by Rishi Fri Aug 17, 2012 via web

    While I think existing in-app advertisements are quite textual, we might have to wait quite a bit before we see an increase in interactive ads. Mobile app developers might not prefer them either because they might affect the performance of the app's user experience and load times. Additionally, the user might be deterred from using the app if they know their data plans are getting used up downloading interactive ad content. Check out our upcoming webinar for digital marketing tips: http://mdv.to/S1Gb7m

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