Many of them, Raj says, were pitch-black at night until OMC-powered lanterns started piercing the dark.

FORBES: Cleantech Startup Finds Poor Villagers Are More Profitable Than Mobile Telecom

In the case of OMC, its plans to make community power a secondary business were altered by overwhelming demand.

FORBES: Cleantech Startup Finds Poor Villagers Are More Profitable Than Mobile Telecom

In trying to provide a better source of power to those big telecom companies, OMC Power made an accidental discovery.

FORBES: Cleantech Startup Finds Poor Villagers Are More Profitable Than Mobile Telecom

In response, OMC is scaling back its services to mobile towers by a third while it rapidly expands its community power presence.

FORBES: Cleantech Startup Finds Poor Villagers Are More Profitable Than Mobile Telecom

Ads from bbdo, a unit of ad giant Omnicom Group (nyse: OMC - news - people ), emphasize E-Trade's mutual funds, money-market accounts and research capabilities.

FORBES: No More Monkeying Around

Then again, online marketers familiar with the AdWords platform are also accustomed to a greater level of ad targeting than radio can offer, notes Rick Corteville, executive director of media for Omnicom Group (nyse: OMC - news - people ) subsidiary Organic in San Francisco.

FORBES: Bumps In Google's Road To Radio