Trends Report

Brief: Don't Neglect Mobile Web Ads In Favor Of Apps

In-App Ads Are Appealing, But They're Not A Panacea

July 9th, 2014
JW
Jennifer Wise
With contributors:
Melissa Parrish , Sarah Takvorian

Summary

Smartphones have captured the attention of customers, and marketers are following suit by shifting a portion of their budgets into mobile advertising. But with mobile, unlike with desktop planning, marketers are faced with two distinct ad environments: mobile Web and applications. While both offer unique opportunities, in-app ads garner a disproportionate amount of attention today. This brief report explains why apps are taking the lead but aren't a panacea for all brands.

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