Consumer Research

Ad Reaction & Attention Survey — Highlights from EMEA & LATAM

Dec 07, 2021

By: Arda Guner

For ads to be attractive, they need to draw the consumer’s attention. As many other ad networks are emerging, it’s far more challenging than in the past to catch consumers’ attention and keep them interested across the journey.

While advertisers are in constant competition to promote and market their own apps, products, or services, during this competition, challenges emerge constantly and turn into an important test for advertisers to pass. In this environment where companies need to know and keep up to date with the best practices for capturing and retaining consumer attention, what matters most is tailoring advertisements to the appropriate context.

In this sense, advertising content needs to engage and persuade the right audience. Today’s consumers will pay significantly more attention to personalized content to entertain them. To clarify how consumers react to ads and are attentive to the content they are exposed to, Digital Turbine conducted its annual Ad Reaction & Attention Survey 2021.

Let’s dig deeper into the ad reactions of mobile users across Digital Turbine’s network and scroll down to download the infographic for all of the insights!

Survey Highlights from EMEA

76% of respondents watch the ads they see on mobile games.
Most mobile gamers (64%) watch ad videos to get in-game rewards.
Interactive Video Ads are the most preferred ad format for mobile users with 41%.
71% would be willing to touch the screen to engage with an ad.
73% would be willing to take physical actions on the screen to engage. (For example, shaking or tilting your phone during the video)
68% agree that when they engage with an ad they tend to remember it more.
45% of mobile gamers prefer listening to music as a second screen activity.

Don’t forget to click on the infographics to open them full size!

Survey Highlights from LATAM

77% of respondents watch the ads they see on mobile games.
Most mobile gamers (66%) watch ad videos to get in-game rewards.
Interactive Video Ads are the most preferred ad format for mobile users with 44%.
76% would be willing to touch the screen to engage with an ad.
75% would be willing to take physical actions on the screen to engage. (For example, shaking or tilting your phone during the video)
69% agree that when they engage with an ad they tend to remember it more.
56% of mobile gamers prefer listening to music as a second screen activity.

By Arda Guner