Smartphones continue to drive mobile video consumption
When it comes to mobile advertising, most marketers agree that video and native advertising formats offer a better, less-intrusive user experience and lead to superior engagement and brand awareness than display banner ads, according to a new survey.
On behalf of Trusted Media Brands, Inc., Advertiser Perceptions surveyed 283 brand marketers and agency executives in December to determine what they perceived to be the biggest benefits of video and native advertising on mobile, and whether or not they’ll overtake display banner ads in 2016.
Sixty-three percent of marketers used banner ads on mobile last year, the survey found, while only 45 per cent expect to do so again in 2016. Meanwhile, the same amount of marketers (45 per cent) each expect to use video and native as part of their mobile advertising efforts this year.
Native advertising was the single format that the most client marketers themselves claim they will use in 2016, while pre- or mid-roll video was the most popular choice among agency executives.
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