When it comes to choosing between native apps and mobile web, advertisers in the US have already made their pick. According to eMarketer, more than three-quarters of mobile ad spending in the US, a figure equal to $45.26 billion, will go to native apps this year, while the balance will be spent on the mobile web. The next reasonable question should be what kind of mobile apps that interact well with audiences. Mid this year, mobile advertising and marketing platform AdColony surveyed mobile users ages 14 and older in Europe (including some in the Middle East and Africa) and North America to answer this question.
According to the report, majority of mobile phone users want something in return for viewing an ad. The survey revealed that 40.1% of respondents deemed rewarded video ads as the most acceptable ad format, the highest rate of any ad mentioned. Playable ads, which let viewers play part of a game immediately, ranked second, considered OK by 22.4% of those polled. It was something also informative to note the online marketing industry aspects that viewers did not like. For instance only 12.0% had a favorable opinion of interstitial display ads. And while there has been a lot of attention put on video ads, just 14.2% felt positive about pre- or mid-roll ads.
AdColony also reveals a few other attitudes towards ads and their different formats according to different age groups. For instance, the acceptance of any type of native app advertisement dropped as respondents got older. While 29.8% of those ages 14 to 17 had an acceptable view of mobile ads, only 21.5% of those 35 to 44 and 20.7% of those 45 to 64 felt the same.
Other studies have shown there exist only a small difference between ads served on mobile apps versus mobile web. A May 2017 report from the Interactive Advertising Bureau (IAB) found that nearly half (47%) of smartphone users worldwide who saw an advertisement in-app took some sort of action afterward, while slightly fewer (45%) who saw an ad on the mobile web did the same.