January 2014 polling by IPG Media Lab and Kiip found similar results. Though 63% of US smartphone app users said they knew mobile ads were necessary, they were far more likely to prefer rewards: 84% of respondents said that reward ads were an acceptable form of marketing, while 76% said the same for small banner ads. Full-screen image and video ads were very much viewed as unacceptable.
IPG Media Lab and Kiip found that reward ads worked in brands’ favor. When asked what type of ads would cause them to view a brand negatively, just 6% of respondents cited rewards, compared with full-screen image and video ads, called out by more than three in five respondents. Read the rest at eMarketer.