The majority (90 per cent) of Americans believe that video and mobile content will be the future of the ad industry, according to research from Swedish-based Goo Technologies.
The US survey, conducted this August, asked 2,029 adults which type of ads they found most effective, and which ones were on their way out of commission.
Video, mobile, contextual, native and 3D ads all received the backing over more than nine out of ten respondents. In-text, banner, and pop-up ads were ranked as the least likely ad types to survive the next decade with 13, 19 and 29 per cent thinking they’ll soon become defunct.
More than half (58 per cent) of those questioned felt that brands would have more personal data to work with and over half felt this could help them target consumers.
Meanwhile a third felt 3D ads could make content more engaging and 44 per cent predicted that most billboards will be digitally animated.
However, despite these predicted advances in ad technology, only a fifth of those questioned believed that the content will be any more helpful to consumers.
Ola de Freitas, founder and chief executive of Goo Technologies, said: “We commissioned this research to find out what types of advertising are resonating with American consumers.
“The findings are very much in line with what we have been hearing from decision-makers in the advertising and publishing world. Mobile and video are leading the way at the expense of static banner and display ads. At Goo Technologies, we’re focused on working with brands to build amazing, interactive 3D ads for that are truly engaging for consumers.”
Mobile may be the way forward for advertisers, this follows a report from the Internet Advertising Bureau published earlier this year claiming that mobile and tablet ads saw a spending boom of 400 per cent in the UK during 2013.