Great commentary on the need for, and current lack of advertising initiated for, rather than retrofitted to the mobile format. Despite the consistent rise of mobile use, keyword pricing and roi remains significantly lower than via the more familiar online avenue. Inspiration can be found in the experimental ventures of the NYT and AOL mobile formats, but there still seems to be no right answer on the horizon in the largely untapped arena of mobile.
http://adage.com/article/digital/mobile-s-massive-growth-equal-real-revenue/237511/
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