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Opinion

Cynicism About Mobile Advertising is Greatly Misplaced

By Anindya Ghose

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There is a simple message for mobile marketers in all of this: consumers appreciate relevancy and context.

Every now and then, I see an article in the media that is skeptical about the future of mobile advertising – the kind of ad you see when you open an app on your smartphone and there’s either a discount coupon at the center of the screen or a display ad at the bottom.

Many critics have asserted that mobile advertising does not work, that mobile marketing is all but dead and that people worry too much about their data privacy to accept these techniques on their devices and will not do so in the future.

Facebook’s latest quarterly earnings report may show that the social media network now earns a whopping 75% of its US$12.5 billion in annual revenue from mobile advertising, but even that does not seem to calm the naysayers.

Read the full article as published in The Conversation.

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Anindya Ghose is the Daniel P. Paduano Fellow, Robert L. & Dale Atkins Rosen Faculty Fellow, Associate Professor of Information, Operations and Management Sciences and Co-Director of the Center for Business Analytics.