More and more of us find our smartphones all-absorbing, addictive, impossible to put down. And yet advertisers have been slow to allocate their dollars in accordance with our attentions, in part because of the received wisdom that “mobile ads don’t work.” Columbia Business School’s Ideas@Work reports on research done by Miklos Sarvary, Yakov Bart, and Andrew T. Stephen on mobile ads that do<\/a>.<\/p>\n Logically, you might expect that someone on their mobile phone using an inexpensive app would be most interested in ads that, say, serve up other inexpensive mobile apps — perhaps a new one that they haven’t heard of before. That’s exactly wrong, say the researchers. Instead, the ads that work best are a) for big-ticket items, like cars and plane tickets, and b) feature brands you’ve already heard of. “The ad\u2019s strength is not adding new data,” says Sarvary, “But reminding you of what you already know and making you think about the product again.” The right way to use mobile ads, they say, is to deploy them after your major TV and print campaign, using the tiny mobile ads as reminders. <\/p>\n <\/p>\n <\/p>\n \n Lessons Learned<\/a><\/p>\n \n HBS dean Nitin Nohria reflects in The Boston Globe<\/em> on a recent visit to Japan. Despite Westerners’ view that the country is “a place that’s been fighting the same set of vexing economic problems for so long with so little effectiveness that it resembles a sports team mired in a long winless streak,” he found Japan and its business leaders to be dynamic, engaged, and optimistic. As so many countries struggle with fiscal imbalances, no-growth economies, and the aftermath of an epic bubble, there’s much we can learn from Japan — but only if we’re paying attention. —Dan McGinn<\/em>\n <\/p>\n \n HAVE YOUR CAKE<\/a><\/p>\n \n Trying to figure out how you can make the world a better place? One obvious way is to work for a nonprofit, but did you ever consider the option of “earning to give”? That’s the term William MacAskill applies to making a lot of money — in finance, say — and then giving a lot of it away to charities. One of his former students, for example, now works at a trading firm and gives away 50% of his income. The ex-student’s donations alone could pay the wages of several people working for nonprofits. The nonprofit sector already has plenty of people working for it, MacAskill says; what it really needs is your money. So go get rich. —Andy O’Connell<\/em>\n <\/p>\n \n BONUS BITS:<\/a><\/p>\n \n Autopsy of a Dead Social Network (MIT Technology Review)<\/a> \t\t<\/p>\n More and more of us find our smartphones all-absorbing, addictive, impossible to put down. And yet advertisers have been slow to allocate their dollars in accordance with our attentions, in part because of the received wisdom that “mobile ads don’t work.” Columbia Business School’s Ideas@Work reports on research done by Miklos Sarvary, Yakov Bart, and […]<\/p>\n","protected":false},"author":7511,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-645108","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/645108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/7511"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=645108"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/645108\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=645108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=645108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=645108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why It’s a Mistake to Write Off Japan (The Boston Globe)<\/a><\/h4>\n
Someone’s Got to Earn the Money to Support Charities; It Might as Well Be You (Quartz)<\/a><\/h4>\n
Remember Friendster?<\/a><\/h4>\n
\nLifestyles of the Mega-Wealthy, in One Mega-Chart (The Reformed Broker)<\/a>
\nThe Strange Behavioral Logic of the Sequester Stalemate (HBR.org)<\/a>\n <\/p>\n<\/p><\/div>\n<\/img><\/a>
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