CEP, Centro de Estudios Públicos, Chile

.:: Instituto Libertad ::. - Waterfox AdReaction The AdReaction 2012 study was conducted using qualitative and/or quantitative methodologies across 18 countries. The study was designed to understand what marketers need to know to explore advertising in the mobile space with confidence. While there are many examples of early successes in mobile marketing, it remains new territory for many. AdReaction 2012 was conducted by Millward Brown, Dynamic Logic and Firefly Millward Brown For marketers who use best practices, it's proven that mobile ads, apps and websites can build brands 60% of users consider their smartphone or tablet indispensable Mobile devices are increasingly central to our lives, so there is huge opportunity for growth in mobile communications Just 23% of global users are favorable toward mobile ads Attitudes toward mobile ads are more positive in emerging markets — Nigeria and Kenya (both 48% favorable) Mobile is highly effective at brand building and also very flexible — it can play a number of diverse roles in the media mix

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