In further support that mobile advertising needs to evolve to its form factor, an IAB-funded study reports that the vast majority of consumers prefer ads that include promotions or incentives. Specifically, 84 percent of younger consumers welcome mobile ads that include some form of an offer.

The mobile device’s acute ad targeting capabilities make this possible, while its portability will open the door for mobile coupons and promotions that are redeemable at the point of purchase. We’ll see more evolution in this direction as mobile marketers slowly move beyond simply porting over their existing ad campaigns (read: display) from online to mobile.

In other IAB-related mobile news, the organization has released a 23-page report on how to purchase the many different flavors of mobile ads that currently exist.