Gene Keenan

Mobile advertisements have been around for years, but have failed in the past to reach their true potential. In 2012, mobile ads may finally turn this corner, which will be primarily driven by the mainstream adoption of the smartphone. According to a Pew Internet report, one third of American mobile phone owners have a smartphone, which means more and more users are able to interact with advertisements in a meaningful way. In addition, mobile ads have also changed—advertisers have created more intuitive campaigns to match the advanced capabilities of smartphones and tablets. As a result, successful mobile ad buys should combine these three key elements:

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