COSMOTE, the biggest mobile operator in Greece, just announced that in Aug 2017 data traffic was 40% up vs. 2012 and 50-100 % up in Chalkidiki and other touristic areas.
For sure, this reflects the increased intensity of mobile data transfers and searches and the upcoming of mobiles as an advertising medium. Just consider the number of Facebook subscribers: It is doomed to surpass the barrier of 2 Bn. People. In connection to this, the number of FB advertisers grew from 3 mil to 5 mil within the last year and the claim is that ROI on targeted advertisements is 152%.
Numerous papers suggest that more than 50% of the younger users access the Internet through a mobile apparatus. Thus, ads must work at least equally well in the mobile environment too. Mobile is a channel on itself and needs its own creative approach. So, before embarking to the endless mobile possibilities, a smart thing to do is to visit the IAB site and learn from the experts: