Brand Advertisers Coming to Mobile Despite Ineffective Rich Media Ads

Mobile messages outperform online but prices lag

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A couple years ago, rich-media ad units were all the rage. Oh snap! Videos and expandable banners and Twitter streams and buttons on top of buttons. "How can consumers and big-budget brand advertisers not come to love these interactive ads?" many proclaimed.

The same story was told when rich media ads hit mobile, but so far rich media mobile ads have been a failure—though, counterintuitively, the courtship of brand advertisers has not been.

Check out some of these numbers: during this past December—the peak of mobile’s biggest spending season—rich media mobile ads cost 1.6



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