Mobile advertising is becoming more performance-driven

Mobile ads started as rich-media monstrosities, the trend was to build apps with all the bells and whistles, customized for every brand initiative and campaign. But now as the market is settling, money is draining and companies are realizing the poor ROI from these high-cost, low-converting endeavors. Companies are shedding their bells and whistles and shifting towards a more cost-conscious, metrics-driven approach to mobile ads. That's where players like Google come into the picture, with their keyword-targeted, data-transparent Search and mobile ad network AdMob. Mobile Search brings all the targetability of Desktop Search to mobile, but with the added feature of click-to-call. 

We at Little Bear Labs are motivated by performance. The targetability and actionability of mobile to reach consumers on the go with their most pressing queries and drive calls to action (which are literally calls to our clients) makes mobile one of our highest priorities.