Smooth Operators: Mobile Shops

Meet the agencies that really work the phones

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For something in its infancy (both literally, and in dollar terms), mobile advertising makes a lot of noise. It’s suddenly a required part of every digital ad package, and traditional agencies are scrambling to work up their own mobile offerings. In the trendy world of app building, nascent efforts at mobile display ads and transaction-based mobile platforms may have generated only $550 million to $650 million in revenue last year, according to the Interactive Advertising Bureau—compare that with the larger category of online advertising, which brought in $26 billion—but it’s growing fast.



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