Facebook Video Ads Acceptance And Recall

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Facebook Video Ads Acceptance And Recall


May 17, 2017 by Mark Maier

New Research is pointing to consumers being accepting of video ads in their Facebook news feed according to MediaPost...

"Consumers are most critical of ads that run on their most personal device: smartphones.
That said, mobile users are more critical of some ads than other. Luckily for Facebook and similar platforms, 67% of users say social video ads -- the ones that appear in their News Feed -- do not disturb their browsing experience.

As noted in a new report from IPG Mediabrands and video ad firm YuMe, that’s significantly more than the 53% of consumers who said pre-roll video ads don’t interrupt their experience.

Relative to other video ad formats, however, mobile users are most likely to find pre-rolls ads engaging.

Indeed, 54% of consumers found pre-roll ads on mobile “engaging,” while 44% of said they prefer mid-roll video ads, and 37% prefer “out-stream” video ads -- or those that play outside of video content."

A new study comparing an array of video ad formats has found that pre-roll ads are not only seen as least intrusive by consumers -- they also have the best recall on both mobile devices and desktop computers.

The study, which was conducted by IPG Media Lab and YuMe, found that compared to mid-roll and outstream formats, pre-roll is considered the least interruptive across devices. Only 17% of mobile device users feeling that the ad interrupts the content compared with 60% on outstream and 72% on mid-roll.

The study also found that 54% of consumers found pre-roll ads on mobile are engaging, compared to 37% and 44% on outstream and mid-roll, respectively.

The results reinforce the perceived effectiveness of pre-roll ads when used in combination with other formats: the multi-format exposure of a pre-roll ad followed by an outstream ad performs equally as well as 2 pre-roll exposures."


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