iOS users pay more attention to the Video Advertising
WapStart, Russia’s leading mobile marketing platform, has conducted another mobile Internet audience research. The study has collected information about gender, age and social status of users and their engagement with the mobile ads from around 1000 men and women using mobile internet.
71.4 % of respondents regularly use multiple apps on their mobile phone, while 9.25 % don’t use apps at all. Users prefer «free» and «useful» apps (25.32 % and 27.19 % of respectively). 20 % of the users have indicated the importance of having Russian language support in the app.
At the same time almost 40% of respondents pay attention to the advertising on their mobile devices. Another interesting fact, that iOS users pay most attention to the video ads (29%) while Windows Mobile users pay more attention to the native ads (24% of respondents).
«These results have a number of logical explanations,” – commented on the findings deputy head of client relations Mikhail Evdokimov. Iphone users are more integrated into the social networks and popular application “monsters” such as Facebook, Instagram, Vkontakte. For them, the native advertising is already a norm, users will see this type of advertising almost every day and they began to develop so-called “banner blindness”.
The Windows Phone users are characterized by a more limited range of applications, they are less likely to use social networking Apps, and less popular services are not in a hurry to integrate native advertising blocks. As a result, this kind of advertising is still relatively effective for this group».
Video advertising is most effective for the iPhone users for the following reasons :
1) Applications for iPhone often use InStream Video Ad format to monetize as it gives greater immersion and perception of the information.
2) The In-App Video format is new and can engage users better than other more common formats. For example, such giants as Supercell use this format in their commercials for Star TV by creating truly interesting short movies.
WapStart is the largest mobile advertising network in Russia and CIS. The company provides services to thousands of mobile websites and applications within local and international markets. Monthly WapStart audience reach is 40 million people and over 5 billion impressions. WapStart possesses advanced technologies of targeting and audience analysis, allowing to carry out advertising campaigns in mobile environment with high investment profitability.