Consumers happy to receive mobile ads for free video content

Mobile phone users would be willing to receive adverts on their handsets in exchange for free video content, new research has found.

According to 4th Screen Advertising’s AdIndex for mobile advertising effectiveness conducted by Dynamic Logic, 88 per cent of mobile users in the UK are willing to receive pre-roll mobile ads in return for cost-free videos.

Some 59 per cent of respondents said that mobile ads make them more interested in the brand that is being advertised, while 62 per cent said mobile ads give a good impression of the brands being advertised.

The study also showed that participants are more likely to be happy to view mobile adverts if the advertising is appropriately matched to the video content.

Mark Slade, managing director of 4th Screen Advertising, said: “It is essential for us to understand the power of mobile advertising to deliver brand awareness in the UK marketplace.

“I believe that understanding what your customers want to view is a key to the success of every targeted mobile advertising campaign.”