A global study from the Interactive Advertising Bureau has found that in-app ads have a higher click-through rate compared to mobile-web ads. According to the survey, 11% of respondents said that they clicked on an ad on the mobile web, with 13% doing so on an in-app ad. However, it is mobile-web ads that come out on top when it comes to user recollection of the ads after a few days. Respondents were also questioned about ads they had seen in the previous few days with 90% being able to correctly recall mobile-web ads compared to 86% of in-app ads.
