ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Rewarded over mandatory ads; Fake news, real concerns; and Investing in content marketing.

Rewarded over mandatory ads

Mobile gamers in the US prefer opt-in, rewarded advertisements over mandatory ads, such as pre-roll videos by a 4-to-1 margin, according to a sturdy by Tapjoy. The study also finds that videos are far and away consumers’ favorite type of rewarded ads on mobile – preferred by at least 6x over playable ads, app installs, surveys, and other types of advertising offers.

The majority of consumers prefer their mobile apps to be supported by opt-in, rewarded advertising (54%), rather than mandatory ads, such as pre-roll videos (32%) or by paid downloads (14%). More than half of US consumers (51%) said they are willing to watch at least four videos per day in exchange for rewards. Over a third (37%) said they’d watch six or more videos per day.

Almost half (44%) of respondents say that humorous content most appeals to them when watching video ads on mobile. The next most popular genres were ads that featured storytelling (28%), product demonstrations (26%), and special effects (24%).

Fake news, real concerns

A third (31%) of advertisers will reduce spend with programmatic partners whose inventory includes brands associated with fake news, finds research by Bright Roll. What’s more, 43% won't change their spend, but will ask for fake news publishers to be blacklisted.

Almost all (96%) advertisers surveyed are concerned about fake news in programmatic advertising. To address these concerns, 55% will put more pressure on programmatic tech partners to proactively screen for fake news; 41% will try more granular site targeting; and 35% will use a whitelist. Only 11% will continue their current spend regardless of concern around fake news.

Investing in content marketing 

Content marketing is one of the most effective email list growth tactics, though a study by Ascend2 and eMarketer shows it is also the hardest to execute.

Over four in every 10 respondents (42%) rate content marketing as the most effective email list growth tactic. However, half (50%) say it’s the toughest to execute. This doesn’t mean content marketing is innately challenging. Marketers may simply not have the time or manpower to work on it in-house.

Despite the obstacles associated with content marketing, marketers are by no means shying away from it. Instead, they simply outsource complex areas to agencies that specialise in these areas.

Having enough bandwidth to create content is the top content marketing challenge. This is likely why less time-demanding efforts, such as social media advertising and social login, or one-and-done strategies like contests or giveaways, were considered to be more effective than challenging by marketers in the survey.