Mobile advertising is the best advertising

Cos it's more personal innit?

A study by Murdoch University in Australia, which appears in the current issue of the Journal of Interactive Marketing, says that with app advertising consumers "talk to the brand, not the other way around," and consumers feel comfortable controlling how much information they reveal when they customising the app.

Ultimately, the key factor is the buy-in made by the consumer when they download. They see an ad via a medium they've chosen to engage with.

"You have a more personal connection with your mobile device than you will with a website," said Robert F. Potter, director of the Institute for Communication Research at IU Bloomington.

"One benefit of the mobile app is that you go, you get it and you download the app -- it's now yours. It may be a deeper level of interactivity."

The researchers used eight branded apps: Best Buy, Gillette, BMW, Weber, Gap, Kraft, Lancôme and Target. Researchers measured the participants' heart rate and arousal.