Brand mobile websites, QR codes and other native mobile experiences outperform mobile banner advertisements by a wide margin when it comes to consumer engagement, according to a global study from media agency Initiative. Voucher code sites received the highest level of engagement at 74%, compared to 52% for banner ads. The study also found that the more time consumers spent browsing with their mobile devices, the more likely they were to also use it for shopping.
Mobile banner ads fare poorly next to native mobile experiences
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