The AdReaction 2012 study was conducted using qualitative and/or quantitative methodologies across 18 countries. The study was designed to understand what marketers need to know to explore advertising in the mobile space with confidence. While there are many examples of early successes in mobile marketing, it remains new territory for many. Technology has raised the bar for advertisers, and consumers now expect more – marketers must master the delicate balance of effectively connecting with consumers without overstepping boundaries. AdReaction 2012 highlights the ad formats that successfully achieve this balance and outlines the opportunity for marketers and publishers to innovate, test, learn and effectively use mobile to build brands.