Dive summary: 

• A study from SessionM, in conjunction with researcher Millward Brown, shows that consumers react positively twice as often to mobile ads that offers something in return that they consider valuable, relevant or engaging. 
• The most effective rewards, in order, are gift cards, coupons, events tickets and loyalty points.
• To be most effective, mobile ads needed to be transparent in their presentation of the reward; 76 percent of consumers surveyed said the way the ad was presented was critical to their response. 

From the article: 

"While comparing rewards-based mobile ads versus different types of on-the-go promos, the former beat the latter for brand interaction (+14 percent), subsequent web searches for the brand (+8 percent), in-store shopping for the brand (+6 percent), branded website traffic (+13 percent), purchase consideration (+6 percent) and visiting the brand's social media pages (+5 percent)."