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Some 88 percent of mobile users in the U.K. are willing to receive pre-roll mobile ads in return for free video content, according to 4th Screen Advertising’s AdIndex for Mobile research, conducted by Dynamic Logic, reports MarketingCharts.
Mobile pre-roll ads, which ran on O2 Active, are “attention grabbing” and increase brand recognition and favorable opinions of advertisers, the six-week study found.
Some 59 percent of participants said the mobile ads made them more interested in the advertised brand, and 62 percent said the ads gave a good impression of the brands being advertised.
Other findings:
“It is essential for us as a business and an industry to understand the power of mobile advertising to deliver brand awareness in the U.K. marketplace, hence the commissioning of Dynamic Logic to research the effectiveness across a broad customer demographic on O2 Active,” said Mark Slade, managing director of 4th Screen Advertising.
About the survey: The survey of U.K. mobile users ran from March 31 to May 9, 2008 to evaluate the effectiveness of pre-roll mobile ads on O2 Active across a sample of 600 men and women age 16 and older. Brands such as Citroen and LG ran 15 second pre-roll ads using age and gender targeting.
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