Mobile users are predominantly in a good mood when engaging with in-app adverts, according to new research from AdColony. The mobile advertising company surveyed 1,500 consumers about their current sentiment on mobile ads and apps.
As part of the survey, consumers ranked their mood on a 5-point likert scale, which was then compared to the apps they were in at the time. The research reveals that overall 75% of consumers were in a good mood whilst viewing in-app ads.
For in-app advertisers it is vital to ensure that their ad formats do not disrupt the user experience. The survey found that general ad acceptance is highest for rewarded video ad units, followed by playable ads and banners. Ad acceptability was lowest for interstitial display ads.
The report also noted that consumers were more receptive to ads when they were at home and relaxing instead of dining out or running errands.
Overall, consumers were found to be the happiest when they were playing mobile games (77%). News apps are also striking a generally more positive mood than utility apps which were found to be rather neutral. Consumers using social apps were 3.2 times more likely to be in a negative mood than the average.
Although the majority of consumers (87%) have mobile games installed on their smartphones, just 14% of respondents said that they had more than 10 games installed. The majority of respondents had between one and nine games installed, suggesting that they are fairly loyal to a select few apps. Generally, younger audiences tend to have more games installed.
AdColony also found that 48% of respondents play mobile games every day, whilst 70% play each week.
Importantly, these findings confirm that consumer mood can have a positive effect on ad acceptability and thus engagement. Advertisers are advised to carefully consider their ad formats and campaign objectives to create campaigns that keep consumers in a good mood.