Branded content best consumed on smartphones

A new "State of Branded Content" report has found that consumption of branded content is 63% higher on smartphones than desktops as there are reportedly less distractions on smartphones and therefore less chance for users to navigate away from branded content. Despite this, consumer opinions of branded content remain negative, with a report published by Reuters finding 43% of Internet users in America feel 'deceived' by branded content and find pop-up ads, banner ads, pre-roll video ads and auto-play videos distracting and obtrusive.

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