When done right, mobile ads can be highly effective. The trick is to get people to stick around and to use the right format for mobile.
Research from IPG Media Lab and Magna Global showed that people gave credit for shorter ads, and appreciated a vertical format which is more suitable for mobile. When asked what they look for in mobile ads, the highest number of respondents (54%) said they should be entertaining.
The infographic below from ADWEEK gives more detail.