Value exchange ads — consumer-initiated digital ads that are viewed or engaged with to unlock entertainment, points, music and other digital content — are the preferred ad type in gaming and non-gaming apps, beating pre-roll ads by a 5:1 margin, according to a study by Jun Group, an Advantage Marketing Partners agency.

Nearly three-fourths (73%) of the 5,000 teenagers and adults surveyed for Jun Group’s “Mobile Apps Audience Insights Study” said rewarded video ads make them want to buy a product. Nearly the same amount (74%) believe rewarded ads are higher quality than pre-roll, mid-roll or pop-up ads.

Survey respondents feel more positively toward brands that reward them for watching their ads by a 6:1 margin, according to the report.

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