At the Mobile Advertising Degree conference in Los Angeles on Wednesday, Stephanie Bauer Marshall, head of mobile advertising at Verizon Wireless, said that mobile banner ads are, on average, as effective for brand recall as a 30-second TV commercial, MediaPost reports.

Marshall's statement is based on research the carrier commissioned from IAG. According to MediaPost, Marshall was "blown away" by the data, despite knowing that banner ads deliver the best mobile advertising results.

Mobile banners also deliver a much higher click-through rate than their online counterparts, she said (2% vs. 0.3%). However, Marshall noted, more advertisers are moving away from merely click-throughs and turning towards additional success measurement techniques.