To cut to the chase on a clinical survey about consumer perceptions of ads on mobile phones, let\u2019s just say that full-page interstitials are not well liked. Mobile video advertising platform Receptiv discovered this when it used 62 people as test subjects in conjunction with neuroscientists and Toronto company True Impact.<\/p>\n

\u201cWe were curious about how people actually behave when they are presented by an ad experience,\u201d Receptiv<\/a> President & Global CRO Richard Kosinski says in this interview with Beet.TV at the Digital Content NewFronts<\/a>.<\/p>\n

That curiosity was sated by equipping the test subjects\u2014who thought they were testing a new software app\u2014with brain activity scanners and eye-tracking glasses. During the test, the participants were shown full-page, interstitial video ads and embedded, opt-in video ad units.<\/p>\n

\u201cPeople find full-page, interstitial units to be annoying, interruptive and disruptive to their experience,\u201d Kosinksi explains. \u201cThey don\u2019t like them. They use negative feedback.\u201d<\/p>\n

When they experienced the embedded, opt-in video ad units, \u201cThey found those to be joyful, helpful. They were generally positive.\u201d<\/p>\n

A second major finding from the research<\/a> involves the disparity in time spent watching the ads. \u201cWhen people were served a full-page interstitial, they watched 25 percent of the video through to completion,\u201d Kosinksi says. \u201cBut when they were presented with this embedded, opt-in format 90 percent of them watched the video through to completion.\u201d<\/p>\n

Finally, the subjects spent three times more time with a brand in the embedded, opt-in format. Of a total of 40 seconds, 19 of those were spent understanding the ad unit and reading through it, then 21 seconds \u201cwith the brand itself.\u201d But as soon as people were served a full-page interstitial, \u201cThey spent two seconds looking at the ad and then maybe seven seconds with the brand,\u201d says Kosinski.<\/p>\n

As if more evidence was needed about users\u2019 lack of affinity for\u00a0full-page interstitials, two-thirds of people who were served them didn\u2019t bother to turn their phones to the horizontal, even though the ad format was meant to be seen horizontally.<\/p>\n

\u201cThey watched it sideways,\u201d Kosinski says. \u201cI\u2019m pretty sure it wasn\u2019t designed to be a sideways observed ad.\u201d<\/p>\n

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

To cut to the chase on a clinical survey about consumer perceptions of ads on mobile phones, let\u2019s just say that full-page interstitials are not well liked. Mobile video advertising platform Receptiv discovered this when it used 62 people as test subjects in conjunction with neuroscientists and Toronto company True Impact. \u201cWe were curious about […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6368],"tags":[6389,6521,6522],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46149"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46149"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46149\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}