![Americans Who Will Watch Mobile Ads In Exchange For Premium Content, Q1 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/171001-172000/171641.gif "Chart - Americans Who Will Watch Mobile Ads In Exchange For Premium Content")
It is a truism that mobile devices are extremely personal, and that can increase resistance to unwanted messages. Furthermore, video demands more of people—more time, more attention—leading to audience resistance unless there is a clear value in sitting through it, according to a new eMarketer report, “US Mobile Video Advertising 2014: Ad Spending, Audience Estimates, Pricing and Best Practices.”
In a Q1 2014 study from Rhythm NewMedia, 44.4% of US smartphone/tablet owners said they would happily or begrudgingly watch a mobile video ad so that they could subsequently watch free premium content such as clips or full episodes of TV shows. Read the rest at eMarketer.
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