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Advertising on mobile Web sites and applications has the potential to impact brand awareness, at least in these still early days of the nascent medium, according to a new report issued by online ad research firm Dynamic Logic.
The report found that on average, awareness of a particular brand increased by 23.9 percentage points among those who were exposed to a mobile ad campaign compared to those who were not. Based on research conducted on 21 mobile campaigns reaching over 20,000 users, Dynamic Logic found similar, though smaller average lifts in measures such as message association (12.2
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