Rewards-Based Mobile Ads Perform Best, Per Study

Data shows that consumers demand value

SessionM, in conjunction with researcher Millward Brown, is releasing a study today stating that consumers react positively twice as often to mobile ads when they get something valuable, relevant and/or engaging in exchange for their time. Smartphone users in particular will click mobile banners if there's a gift card, coupon, events tickets or loyalty points—in that order—on the other side.

@Chris_Heine Christopher Heine is a New York-based editor and writer.