General Motors' GMC brand achieved a 42% recall rate for a mobile video campaign last fall, well above the average 27% recall rate for TV and the 17% rate for online video, according to Nielsen. "Television commercials can be fast-forwarded or tuned out. ... With online videos, consumers often switch to a new tab on their browser while the video is playing or do some other task while they wait for it to end. But with mobile videos, not only are consumers more attached to the device, but it is less likely that they are multitasking while a video ad is playing," said Jim Jones, general manager of sales at Tapjoy, which worked on the GMC campaign.

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