Smarter ads for smartphones: When they do and don't work

[tamim_saif]

Brands spent $8.4 billion on mobile advertising in 2013, and that number is expected to quadruple to $36 billion by 2017, according to eMarketer. But do mobile display ads -- those tiny banner ads that pop up in your smartphone's web browser -- actually work? Researchers have found that, despite their size, mobile ads can have a big effect on consumers who are in the market for certain types of products.

Source:
Columbia Business School [internet]