Nielsen: Consumers Prefer Value Exchange Ads
January 23, 2017
Media Labs study commissioned by Jun Group finds opt-in mobile
advertising preferred nearly 2-1 over other formats; Nielsen Digital
Brand Effect study shows opt-in mobile advertising delivers a
significant lift in brand awareness and purchase intent
Mobile has changed everything. Findings from a new Nielsen Media Labs
study commissioned by Jun Group found that consumers prefer opt-in
mobile advertising (aka "value exchange," "incentivized advertising,"
and "rewarded video") over traditional digital ads like pre-roll and
display by a near 2-1 margin (54 percent versus 29 percent). With value
exchange placements, people opt-in to unlock entertainment, points, or
other digital content.
"This study highlights a fundamental change in the advertising industry.
Value exchange is improving mobile advertising by focusing on the
customer," said Mitchell Reichgut, CEO of Jun Group. "Advertising has
traditionally been interruptive and that doesn't work well on
smartphones. This is quickly changing. Mobile gives audiences more
control than ever and the industry needs to adjust quickly."
The study found that consumers who were exposed to value exchange units
were more likely to enjoy their overall ad experience (74 percent),
beating out pre-roll and native formats. Additionally, opt-in units are
naturally inoculated from ad blockers.
Highlights from a separate Nielsen Brand Effect study commissioned by
Jun Group showed that the value exchange ad unit tested outperformed
Nielsen Digital Brand Effect Mobile benchmarks for both brand awareness
and purchase intent.
Two key study findings:
exchange ad units delivered a 34.4 percent lift in awareness, more than
3.5x the Nielsen Digital Brand Effect Mobile benchmark.
•Value exchange ad units drove a 26.4 percent increase in purchase
intent, surpassing the Nielsen Digital Brand Effect Mobile benchmark by
Value exchange advertising is used by leading publishers including
Google, Pandora, Twitter, Fox, Kik, and Spotify. And value exchange ad
units are now available programmatically and are easier than ever to
Additionally, Jun Group commissioned Nielsen to conduct an industry
insights focus group which discovered that despite the performance of
value exchange units, there is a general lack of awareness of them. In
spite of this finding, 75 percent of media planners/buyers said they
were very likely to recommend the unit when asked.