A recent study from Rhythm NewMedia found 44.4% of U.S. smartphone/tablet owners said they would watch a mobile video ad to watch free premium content such as clips or full episodes of TV shows. But, there are frustrations, including load times that make banners a preference for consumers.
In its latest ad test, AdColony worked with Nielsen, an unnamed CPG brand and Horizon Media to assess the performance of the same 15-second spot in live campaigns across TV, online and mobile (smartphones and tablets). The study found that consumers exposed to the mobile video ads had significantly higher brand awareness, favorability and purchase interest.
