Consumers Sound Off on Automatic Audio in Mobile Video Ads

June 22, 2016

This article is included in these additional categories:

Creative & Formats | Digital | Global & Regional | Mobile Phone | UK | Video

Unruly-Internet-User-Attitudes-to-Mobile-Video-Ads-June2016Almost 2 in 3 internet users aged 11 and older watch more than 3 videos per week on their mobile devices, says Unruly in announcing the results of a survey of 6,000 respondents across 11 countries. That includes more than 7 in 10 respondents surveyed in the US, making mobile video an attractive channel for advertising. But the survey shows that some aspects of mobile video ads aren’t appreciated by viewers.

One such problem is having to turn the phone horizontally to watch the ad in full-screen. This proves annoying to a majority (53.4%) of respondents globally, with those in the US (59%) and the UK (58%) over-indexing the global average. Additionally, about 1 in 3 respondents worldwide use the rotation lock on their phone to lock it to vertical mode, with the US close to the average (35.3%) and the UK slightly under the average (30.8%) in this regard.

It should be noted that the results of the survey are being released in conjunction with Unruly’s launch of a vertical video advertising solution. Nevertheless, the data provides some insights as to how mobile video ads are perceived and could potentially be improved, which seems necessary in light of separate Nielsen data indicating that 2 in 3 US connected device owners find mobile ads annoying.

[How much do mobile and video ads influence consumers’ purchases? Find out here.]

In fact, the Unruly survey results suggests that about half of respondents are annoyed with or put off by a brand when forced to watch its ad on their mobile device.

Meanwhile, recent data suggests that 85% of Facebook video is watched without sound, although a separate report indicates that on Snapchat, more than two-thirds of videos play with the sound on. Those are interesting findings given that it appears, at least from the Unruly research, that automatically playing audio is a turn-off for mobile consumers. Specifically, about 3 in 4 respondents across the 11 countries said they discontinue watching mobile video ads when the sound is turned on automatically.

About the Data: The Unruly results are based on a survey of 6,000 internet users aged 11 and older across the following 11 markets: UK; US; France; Germany; Sweden; Australia; Japan; Indonesia; Malaysia; Thailand; and Philippines.

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