Video Playback: The Truth about Mobile Advertising: Does It Even Work?

Prof. Miklos Sarvary, Faculty Director of the Media Program at Columbia Business School, begins by talking about the fact that mobile display advertisements are the world's fastest growing ad format -- despite their tiny size and severe constraints in transmitting information to consumers. He then shares the surprising findings of a new study that shows how these simple messages can actually be effective in influencing consumers.

 

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