Here’s some new evidence that mobile is changing everything in the advertising ecosphere: people will opt-in for it more often.
The findings come from a new Nielsen Media Labs study commissioned by Jun Group, a leading mobile video advertising platform.
The study “found that consumers prefer opt-in mobile advertising (aka “value exchange,” “incentivized advertising,” and “rewarded video”) over traditional digital ads like pre-roll and display by a near 2-1 margin (54 percent versus 29 percent),” reads the report summary. “With value exchange placements, people opt-in to unlock entertainment, points, or other digital content.”
The study also reveals that consumers encountering value exchange units were more likely to enjoy their overall ad experience (74 percent), not to mention that opt-in units are naturally inoculated from ad blockers.
“This study highlights a fundamental change in the advertising industry. Value exchange is improving mobile advertising by focusing on the customer,” said Mitchell Reichgut, CEO of Jun Group. “Advertising has traditionally been interruptive and that doesn’t work well on smartphones. This is quickly changing. Mobile gives audiences more control than ever and the industry needs to adjust quickly.”
Highlights from a separate Nielsen Brand Effect study commissioned by Jun Group showed that the value exchange ad unit tested outperformed Nielsen Digital Brand Effect Mobile benchmarks for both brand awareness and purchase intent.
“Additionally, Jun Group commissioned Nielsen to conduct an industry insights focus group which discovered that despite the performance of value exchange units, there is a general lack of awareness of them,” reports the firm. “In spite of this finding, 75 percent of media planners/buyers said they were very likely to recommend the unit when asked.”