Eighty-eight percent of mobile phone users in the UK are willing to view a brief pre-roll ad if it means they get the content for free, according to a recent survey conducted by Dynamic Logic on behalf of 4th Screen Advertising.

The study, which ran from March 31-May 9 in an effort to test just how effective pre-roll commercials are, included 15-second ads from Citroen and LG, among others.

Viewer response was "very positive," especially from the highly coveted young male demo, says a NetImperative report on the research.

Some 59% of the participants said they were more interested in the brand after watching the ad, and 62% said the mobile ad "gave a good impression of the brands being advertised," according to the article.