In the beginning, mobile advertising was all about conversions. Remember QR codes? Vouchers? What got people excited about mobile were the opportunities that didn’t exist at all on desktop — to use location and behavioral cues to speak to the consumer on the path-to-purchase and become part of the in-store experience. It was about converting a potential customer into a buyer, right then and there. Then rich media arrived on the scene, and over the past couple of years has evolved so quickly that Gartner has even predicted mobile display ad spending will grow and take over from mobile search by 2016. We think it will be much sooner than that, perhaps as early as 2014. Smartphone adoption aside, a big reason rich media display ads have become so popular with advertisers is that they produce …
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