New Nielsen Media Labs study commissioned by Jun Group, a leading mobile video advertising platform, 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).
With value exchange placements, people opt-in to unlock entertainment, points or other digital content. The study found that consumers who were exposed to value exchange units were more likely to enjoy their overall ad experience (74 percent), beating out pre-roll and native formats. Additionally, 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."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.