Some 60 percent of smartphone owners prefer to see “immersive and integrated" ad units in mobile apps, compared with 40 percent who prefer standard banners, according to a survey from Harris Interactive commissioned by ad platform company MediaBrix.

Immersive and integrated ad units include those that offer virtual rewards or currency and interactive video ads that occur during natural breaks in an app or game, rather than interrupting the flow of use.

The poll found a similar preference from Facebook users, with 28 percent preferring banner ads, compared with 72 percent who prefer immersive and integrated units.

It was noted that “given that standard banner advertising comprises a significant amount of advertising running across social and mobile apps, the survey findings indicate that there are inadequacies in the way that social and mobile developers are monetising”.

According to the survey, only 38 percent of smartphone users prefer “pre-roll” video ads displayed before they play a game or use an app, compared with 62 percent who prefer either to initiate the video ad or have it shown during a natural break.

The research also found that 61 percent of smartphone owners prefer free mobile apps, and of these, 88 percent would rather keep the app free with “relevant advertising that appears during natural breaks in the game or app”. The remaining 12 percent would prefer to use in-app purchases, including virtual goods or virtual currency.

Harris Interactive conducted an online survey of more than 2,200 US adults on behalf of MediaBrix.