MediaPost.com
Research firm Insight Express has released a new study indicating mobile advertising campaigns are 4.5 to 5 times more effective than Web ads based on industry standard measures. Joy Liuzzo, senior director of marketing and mobile research at the company, said in a statement, "The high levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact." The report did point to the splintering of mobile platforms and standards across operating systems and cellular networks as a continuing challenge for marketers.