10/31/2013

The skimming habits common to consumers on mobile devices mean that ads must deliver a greater attention-grabbing punch, said Joline McGoldrick, research director at Millward Brown Digital. "The ads that most successfully answer that challenge currently are ads that give something back. Offers with tangible value can yield high impact, and 44% of mobile users want to see more deals and coupons in advertising," McGoldrick said.

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