U.S. smartphone users give in-application ads low marks, with only 25% ranking them creative or inventive and 43% considering them "disruptive," according to Forrester. The survey also found 47% of users ignore the ads, topping the 40% who recall seeing them. Still, "half of smartphone owners who use apps and have seen at least one in-app ad have researched and/or made a purchase after seeing an ad," with app upgrade ads leading conversions, Mark Walsh writes.

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