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How brands like Panera, KFC, and Pepsi are leveraging mobile ads to attract high-quality customers (and why you should, too!).

Ad Beat

Currently, more than 51% of smartphone users admit that they have discovered a new comp any or product while conducting a search on their smartphone. In fact, consumers reacted more slowly to ads seen on desktop computers, which took two to three seconds to pose the same emotional effect. Why does mobile advertising work for brands?

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Mobile Path to Purchase Marketing: Moving Customers from Online to Offline

InMobi

This involves understanding what happens from beginning to end, finding out where consumers deal with roadblocks and determining the role that mobile is already playing (and can be playing in the future). Ultimately, what KPMG found is that mobile is central to all four steps in the cycle. So what does this mean for marketers?