Advertisers seek mobile ads that hit the target

Advertisers are once again spending money as if the recession is far in the rear-view mirror. After global advertising expenditures dipped 9 percent in 2009, the segment bounced back last year, posting a 10.6 percent year-on-year increase to $503 billion, according to Nielsen. The key now is understanding how to make mobile ads as effective as possible amid a changing user demographic. As some mobile advertisers go global, others are thinking locally, developing campaigns that pinpoint consumers according to their physical location, time of day and other related factors pointing to enhanced user interest. Special report