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On mobile phones, consumers are most likely to pay attention to sponsored stories or links over other forms of ads, according to a new study from Prosper Mobile Insights. They are most likely to ignore pop-up ads, even though pop-ups are the most obvious and intrusive form of advertising
The relative success of sponsored stories probably reflects their attempt to provide semi-personalised content to consumers. Elsewhere in the study, consumers cited relevance as the mobile ad factor most likely to draw their attention. This helps explain why Twitter is poised to build a formidable mobile business and why Facebook is making it easier for potential advertisers to buy mobile sponsored stories.
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