Description: In the battle between the mobile web and native apps, advertisers have already declared a clear winner, at least in the US. eMarketer estimates that more than three-quarters of mobile ad spending in the US—a figure equal to $45.26 billion—will flow to native apps this year, with the balance spent on the mobile web.

Source: eMarketer.com

Date: Oct 20, 2017

Link: https://www.emarketer.com/Article/Mobile-App-Users-Warm-Rewarded-Video-Playable-Ads/1016646?ecid=NL1001

Questions for discussion:

• What does the research suggest to online advertising managers?
• Explain consumer attitude toward online adverstising and why these research results are so important to managers?