A SessionM executive at the ad:tech New York 2013 conference said that simply relying on a reward to lure a consumer to click on a mobile advertisement is only half of the mobile advertising equation. During “The Rules of Engagement: How to Drive Mobile Brand Loyalty” session, executives from Millward Brown and SessionM spoke about the role of mobile for increasing brand favorability that sticks with consumers after they click on a mobile ad. Rewards-based mobile advertising has received a significant amount of attention from marketers, but brands also need to be thinking about how incentivized advertising plays into a bigger mobile advertising strategy.
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