Gimme Free Content and I’ll Watch an Ad

Eighty-eight percent of mobile phone users in the UK are willing to view a brief pre-roll ad if it means they get the content for free, according to a recent survey conducted by Dynamic Logic on behalf of 4th Screen Advertising.

The study, which ran from March 31-May 9 in an effort to test just how effective pre-roll commercials are, included 15-second ads from Citroen and LG, among others.

Viewer response was “very positive,” especially from the highly coveted young male demo, says a NetImperative report on the research.

Some 59% of the participants said they were more interested in the brand after watching the ad, and 62% said the mobile ad “gave a good impression of the brands being advertised,” according to the article.

Join Baratunde Thurston (left), The Onion’s Director of Digital and author of How to Be Black, for an entertaining look at creative social media campaigns in our Social Media Marketing Boot Camp starting February 16. Other speakers include Morin Oluwole (Facebook), Tim Devane (bitly), and SocialTimes' writer Devon Glenn.   Register now.