Making Mobile Ads That Work

You glance at your smartphone to check the weather, and a tiny banner ad for a new movie pops up. What are the odds that this fleeting exposure will have any effect on you? There’s no clear answer, despite the sums spent on mobile ads—$8.4 billion in 2012, a number expected to quadruple by 2016. […]

by

and

Miklos Sarvary

by

and

Miklos Sarvary

From the Magazine (December 2013)

You glance at your smartphone to check the weather, and a tiny banner ad for a new movie pops up. What are the odds that this fleeting exposure will have any effect on you?

A version of this article appeared in the December 2013 issue of Harvard Business Review.

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Andrew Stephen is the L’Oreal Professor of Marketing at Oxford’s Saïd Business School and coauthor of the 2013 HBR article “Making Mobile Ads That Work.”
YB

Yakov Bart is an assistant professor at Insead.
MS

Miklos Sarvary is a professor and a codirector of the media program at Columbia Business School.

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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.

Learn how to communicate with your customers—strategically.

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Making Mobile Ads That Work

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