Mobile Video Ads: What kind of ads do mobile video viewers want?

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Data Highlights

  • Mobile video viewers notice video ads (44%) over sponsored messages (34%).
  • Fewer mobile video viewers notice pop-up ads (26%) and still images (24%).
  • More than half (57%) of North American viewers noticed a video ad.
  • Half of Pacific region viewers (50%) paid attention to video ads.
  • Around two third (66%) of viewers recognized TV ads on mobile often or sometimes.
  • Viewers in Latin America are most likely to recognize a mobile video ad (71%) from TV.
  • Seven in ten (70%) viewers in the US and Canada also recognize TV ads when they see it online.
  • Most consumers want mobile video ads tailored to their viewing experience (82%).
  • Consumers want ads relevant to the video (34% NA, 25% EU, 27% LAM, 35% AUS/NZ, 28% EA).
  • Viewers want ads tailored to viewing history in NA (28%), Europe (28%), and LAM (21%).
  • Viewers prefer ads from their favorite brands in Europe (17%) and East Asia (24%).

Mobile video ads leave an impression on viewers

Video ads are most effective in gaining customer attention compared to other mobile ads. More than two in five (44%) viewers noticed a video ad that plays before, during or after the video. In comparison, just over a third (34%) of viewers noticed a “sponsored by” message on the screen. Brands pay to have sponsored messages alongside popular videos on the screen. Most of them link to an ad specific to the brand.

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Viewers are likely to close the ad or exit from the app to avoid it. Over a quarter (26%) of viewers noticed ads overlaid on the screen. Such ads interrupt the video experience. Even fewer (24%) noticed a still image before or after the video playback.

Viewers in the US and Canada are most likely to notice video ads. More than half (57%) of North American viewers noticed a video ad. Just under half of viewers (47%) noticed the “sponsored by” message on the screen.

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Viewers in Australia and New Zealand also noticed video ads and “sponsored by” messages. Half of all viewers (50%) paid attention to video ads played before, during, or after the video. Another 45% paid attention to the “sponsored by” message on the screen.

The Mobile Video Experience Report

Get the complete report to find out how consumers discover, view and share mobile videos.

Mobile viewers want ads relevant to video content

People recognize a mobile video ad if they have seen it on TV before. Almost two thirds (66%) of viewers recognized TV ads on mobile often or sometimes. Viewers in Latin America are most likely to recognize a mobile video ad (71%) from TV. Seven in ten (70%) viewers in the US and Canada also recognize TV ads when they see it online.

Images The Mobile Video Experience.044_

Sticking a TV ad before, during, or after a popular video is not the best strategy. More than four in five (82%) mobile video viewers want relevant ads. Ads become relevant when tailored to people’s viewing history, demographics or location.

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Marketers can increase ad relevancy by associating them with the video. It is the number one request by viewers across all markets. More than a third (34%) of North Americans want ads relevant to the video. The figure is a little higher (35%) among viewers in Australia and New Zealand.

If it’s not the current video, viewers want ads based on their viewing history. More than a quarter (28%) of North Americans want ads tailored to their video history. Viewers in Latin America (21%), Pacific region (20%), and Europe (18%) want the same.

Images The Mobile Video Experience.046_

Viewers also demand that mobile video ads are relevant to their location. Just under a quarter (24%) of viewers in the US and Canada seek ads relevant to their location. Viewers in Europe (17%) and East Asia (24%) demand ads from their favorite brands.

The Mobile Video Experience Report

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