IAB: Recipients want more relevant mobile ads

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New York—Smartphone users are generally positive about viewing ads within a video if the ads have relevance to the video itself, according to a study by the Interactive Advertising Bureau. The report, "The IAB Mobile Phone Video Diaries," found 53% of respondents said they are positive or "neutrally receptive" toward mobile video advertising; however, 48% said they would prefer seeing video ads that are related to the content of the video clips being watched. IAB's study is based on feedback from a panel of 200 screened and compensated mobile users in November.
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