One way that marketers can see higher returns from mobile advertising is to look beyond mobile ad units that measure by clicks and impressions.
"As mobile advertising evolves, solutions need to go beyond the standard ad banner to drive consumer engagement, " said David Staas, President of JiWire.
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Brands that succeed in mobile advertising will insert themselves into these cultural conversations beyond the traditional banner ad.
YouTube told the Financial Times that it had "nothing to announce" regarding channel subscriptions but was "looking into creating a subscription platform that could bring even more great content to YouTube for our users to enjoy and provide our creators with another vehicle to generate revenue from their content, beyond the rental and ad-supported models we offer".
And when will the ad network move beyond mobile?
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Puris was urging clients to look beyond the 30-second TV ad almost 20 years ago.
To the right are large, colorful tiles showing your collection of channels and, beyond that grid is a big ad you can choose to ignore.
But this is the Google initiative that has other media industries most worried, since there's the chance it could move the company beyond the Internet and into other ad markets.
Ever since it bought the display-ad serving system DoubleClick in 2007, Google has been steadily buying up more pieces of the online ad-buying process beyond its core search ads.
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Maybe -- but we won't build starships without a public that's interested in seeing them beyond movie screens, which makes the ad a noble enough cause in our minds.
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But how is creativity really treated, beyond the reality distortion field of such misty-eyed ad campaigns?
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Measuring the success of a single ad, let alone a brand new campaign is beyond my ability.
This is the world beyond AdWords, one where the principles of second place auctions are applied to display, video and mobile ad sales and purchases.
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