Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.


  • Branded apps help consumers recognize advertisements more than do mobile websites.
  • Branded apps can increase consumers’ willingness to buy more than do mobile websites.
  • Advertising on popular apps may not be as effective as advertising on branded apps, because the findings show that advertisement recognition does not mediate between advertising on popular apps and the willingness to buy new products.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands