Digital video advertising is exploding in the ad industry right now, but that doesn’t mean that everyone is on board on all that it offers. For instance aside from pre-roll video ads which have been regarded as a nuisance, consumers dislike mobile pop up ads even more.That’s according to the annual Internet Trends slide deck released by Kleiner Perkins Caufield & Byers partner Mary Meeker at the Code Conference on Wednesday.
According to Meeker, based on a survey of web users, 80% of people dislike pre-roll ads. In addition, 81% dislike mobile app pop-up ads (i.e. those ads that spontaneously appear on your phone’s screen). Such ads with a strong user dislike are not the kind that advertisers and brands want to be associated with. That being said, other ad formats scored by Meeker scored fairly but none stood out as being significantly high. For instance, Mobile app reward ads (video ads in which advertisers give users little tokens for viewing the ad) were only disliked by 32% of respondents, while Skippable pre-roll ads were viewed positively by 51% of people, which goes to show that consumers want to be in charge of their online experience.
Some even other noteworthy findings from Meeker survey included:
- There’s some good news on the ad blocking front. Even though ad blocking continues to grow on a macro level, just 1% of people in the US use mobile ad blockers, according to Meeker. And mobile advertising is where the growth is.
- Advertisers increasingly want ads that are targeted to users via powerful algorithms and data, and ideally ads that facilitate transactions. This won’t surprise anyone who’s been tracking Facebook and Google’s increased digital ad dominance.
Yet that’s not exactly encouraging for traditional creative executives who want to make artful ads aimed at the masses. As Meeker puts it in one slide: “Advertising Inefficiency=Increasingly Exposed by Data.”
Advertisers continue to spend a lot on print ads relative to the time spent with the medium: Meeker’s report says that the average person spends 4% of their time with print media, while advertisers still spend 12% of budgets in print. Meanwhile, Meeker notes that people spend 28% of their time with mobile media while brands are spending 21% of their budgets on the medium. That presents a $16 billion opportunity in the US alone, says Meeker.