Video and native ads are set to rule mobile advertising in 2016, surpassing display banners, as a recent survey found video and native ads to be less intrusive, to better build brand awareness lift and engagement, and to offer a better user experience. The survey, conducted last month by Reader’s Digest publisher Trusted Media Brands and advertising research firm Advertiser Perceptions, queried 283 U.S. media decision-makers working in digital/mobile and social advertising.

While 63 percent of respondents used display banners in mobile last year, only 45 percent expect to do so in 2016. And almost half of respondents (45 percent) plan to use video in 2016, with 46 percent of total respondents planning to use pre- or mid-roll video and 45 percent planning to use native in mobile as well.

“Our survey showed that native gets high marks for giving the message an authentic brand voice and imparting a superior user experience, while the increased brand awareness and engagement of video are considered a top benefit for both marketers and agencies,” says Rich Sutton, chief revenue officer for Trusted Media Brands, Inc. “With video on mobile commanding better CPMs than desktop for many publishers and native CPMs four to five times that of banner monetization, the advantages for these two formats are clear.”

The top benefits of mobile native ad formats cited by survey respondents are that they are less intrusive (44 percent), increase brand awareness (32 percent) and foster better engagement and interaction (31 percent). For video in particular, 47 percent of marketers pointed to increased brand awareness as the format’s most important video on mobile, while engagement (34 percent) and how well suited video is to mobile consumption behaviors (31 percent) followed.

For a copy of the white paper that includes all survey results, click here.