4th Screen details O2 mobile ad survey

Mobile ad specialist 4th Screen has released results of research conducted on the effectiveness of mobile advertising.

The research, across a sample of 600 men and women aged 16 plus using the O2 Active portal in the UK, ran 15 second mobile ads from brands such as LG and Citroen using age and gender targeting.

The survey found an overall positive response, particularly from the young male demographic, considered to be ‘early adopters’, with 88 per cent saying they were happy with the trade-off if it meant they could watch free video.

4th Screen also found that people who enjoyed the video content were more likely to respond positively to the advertising, with 59 per cent of respondents saying that the mobile ads made them more interested in the brands in question.

Mark Slade of 4th Screen said: “It is essential for us, as a business and an industry, to understand the power of mobile advertising to deliver brand awareness in the UK market place."