With consumers increasingly spending more time with their smartphones than with television, advertisers are shifting more of their budget to mobile. As a result, brands are adopting mobile-specific ads rather than simply repurposing content designed for other channels (i.e. linear TV). “Battle of the Mobile Ad Formats” is the first study to test the efficacy of these new vs. traditional formats (i.e. 6 second non-skippable vs 15-second non-skippable, 360-degree video vs. non-360 degree video, native vs. standard display, etc.), analyze consumer response to them and offer recommendations to advertisers on which mobile strategies to employ.