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."