Study With Major Brands Compares Ad Recall for Mobile and Desktop Promos

Data for a cross-screen world

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If you want people to remember a mobile ad, you're going to have to pay for it, according to new research from digital ad firm Undertone.

Last year, Undertone worked with Ipsos ASI to look at how takeover "high-impact" desktop ads affected brand recall. This year, the company looked at how those same ads stack up on smartphones and tablets.

Undertone partnered with four brand-agency teams to test the differences between mobile and desktop ads: Dish (Havas Media), Ford (Team Detroit), Maybelline (DigitasLBi) and Philadelphia Cream Cheese (Starcom).

Each team ran one campaign across smartphones, tablets and desktops, using three of Undertone's ad formats.

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