Advertisments seen on smartphones are best in recall and engagement, says market research firm eMarketer.
eMarketer estimates advertisers will spend $1.1bn on mobile this year, and display ads, including those based in browsers, which are soon becoming the top mobile ad format.
The firm said that research by Yahoo and Ipsos found that US smartphone users were most likely to recall and engage with ads they saw while shopping on their phone.
According to the study, nearly two-thirds of smartphone users had seen an ad while shopping and more than half that number had clicked on one.
The reserach found that smartphone users spend most part of their mobile time (38%) connecting, just under half as much mobile time with search or entertainment, and a relatively small 7% of their time shopping.
eMarketer also said that smartphone users prefer to shop using a browser and not an app.
The company said, "In fact, for three of the top four ad recall activities, smartphone users were likely to be using a browser."
