A survey conducted by Harris Interactive on behalf of mobile and social app advertising platform MediaBrix finds that 60 precent of mobile users and 72 percent of Facebook users prefer immersive, interactive ad units to traditional banner ads.
These immersive ads include those that offer virtual rewards or currency and interactive video ads that appear during natural breaks in the game or app.
According to the survey 62 percent of smartphone users prefer to either initiate the video ad or have it shown during a natural break in the game or app to pre-roll adds. The same was true for 63 precent of Facebook users.
MediaBrix’s survey also found that social and mobile app users prefer free, ad-supported apps. 87 percent of Facebook app users prefer free apps to paid apps with no advertising. Of those, 83 percent prefer to keep apps free with relevant advertising to keeping apps free by making in-app purchases, including virtual goods or virtual currency.
Similarly, 88 percent of smartphone users prefer to keep apps free with relevant advertising to keeping them free with in-app purchases.
The survey was conducted online from July 23 to 25, with 2,236 U.S. participants ages 18 and older.