In this landscape the concepts of TV versus video, online versus offline, mobile versus desktop have zero meaning.
Larry Page, Google's chief executive, told analysts this month that thinking about mobile ads versus desktop ads is the wrong approach.
"In mobile, it's mobile versus desktop, and if you want to drive transactions, you have to make it simpler than a desktop," Mr. Epstein said.
By randomizing which users are in which group, you minimize the chances that other factors, like mobile versus desktop, will drive your results on average.
The mixed news here was that internet advertising has grown 20%, year on year, but the majority of that growth is represented by mobile ads (up 66%, versus desktop which is up only 5%).
Certain auto manufacturers, retailers, and travel brands have been sifting through consumer search data to learn how search terms and the type of search platform (say, mobile versus desktop) indicate consumer intent and position on the path.
Below, six communications executives from Forbes Communications Council offer their insights on approaching mobile versus desktop marketing.
That means they can pay a different price for ads viewed on mobile versus desktop, as it impacts clicks.
Here's what the experts of Forbes Communications Council believe communications professionals should know about mobile versus desktop marketing.
