The majority of consumers may pay attention to and interact with in-app ads, but according to March 2014 polling by Forrester Consulting, commissioned by Tapjoy, it’s not that simple, as certain ad types saw higher interest levels than others. In particular, ads that offered rewards for customer interaction were preferred by a long shot.
More than two-thirds of US smartphone owners surveyed said that if they had to see in-app advertising, being offered a reward for viewing or engaging with an ad was their top preference. This ranked second, trailing those who simply didn’t want to be interrupted by ads by 2 percentage points.
Respondents also considered ads with rewards to be far more relevant, as they often offered real world rewards tailored to a user’s interests—such as location or app content—through targeting. Personalized virtual rewards related to the app were also popular. For example, 77% of smartphone users who had watched an ad in exchange for a reward received something that could be used in-app, and nearly seven in 10 received currency that was used in the game. Read the rest at eMarketer.