Rewarded ads are most acceptable format

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2021, 3:15 AM UTC

AdColony’s recent research surveyed more than 300 mobile app users worldwide to study consumer attitudes towards advertising on mobile.

According to the report, 85% of consumers are more likely to interact with rewarded videos, while 80% will likely interact with playable videos. Further, 36% find rewarded videos as the most acceptable ad format, followed by playable ads (27%), and banner ads (22%).

However, 27% say interstitial display ads are “completely unacceptable”, while 25% share similar feelings towards in-feed ads. When it came to consumer sentiments regarding apps, 73% and 70% feel happy being on gaming and social media apps respectively.

35% of consumers reported downloading over 10 apps on their phone and 24% of consumers have over six gaming apps. Board games (85%) and Trivia (80%) make consumers the happiest. 49% play games on their smartphones daily or multiple times per day.

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