×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study: Smartphone users wary of in-app ads

Published on .

Most Popular
Cambridge, Mass.—Almost three in four smartphone users find in-app ads to be interruptive, according to a poll by mobile ad company Tapjoy Inc. and Forrester Research. The report, "The Mobile In-App Marketing Opportunity," said 70% of smartphone users found in-app ads to be interruptive, while only 17% found in-app ads interesting. Also, just 14% of respondents found in-app ads to be relevant. In addition, 59% said they want to be offered a reward for interacting with an in-app ad, and 49% said they want to see ads relevant to their personal interest. The Tapjoy-Forrester study was based on an online survey, conducted September through November, of 2,000 smartphone users.
In this article: