Saturday, April 26, 2014

Consumers Frustrated by Stalling Mobile Video Ads

It is a truism that mobile devices are extremely personal, and that can increase resistance to unwanted messages. Furthermore, video demands more of people—more time, more attention—leading to audience resistance unless there is a clear value in sitting through it, according to a new eMarketer report, “US Mobile Video Advertising 2014: Ad Spending, Audience Estimates, Pricing and Best Practices.” 


In a Q1 2014 study from Rhythm NewMedia, 44.4% of US smartphone/tablet owners said they would happily or begrudgingly watch a mobile video ad so that they could subsequently watch free premium content such as clips or full episodes of TV shows. 

(via)

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