Mobile ads can be either on browsers or on apps. In-app advertising is growing faster than advertising on the web. Mobile in-app ads revenues may overtake PC and mobile web advertising. In India, e-commerce firms are urging consumers to download the apps and access them through the app and not through the PC browser. They are incentivising such access. It is natural for the brands to jump into mobile apps. Previously brands had digital presence on Facebook page or Twitter feeds and display ads. Apps are a preferred platform now for mobile ads as they provide a better user experience.

Mobile landing pages are moving from plain old URLs to deep links with apps. Mobile creative were just banners. They are now becoming highly interactive. The ad is put strategically, e.g. on the check out screen.

Still it is better to remember that a large number of mobile users still prefer browsers as these offer them access to all the content they want at one place. They do not have to switch between different applications for different pieces of information. To the marketers, rather than the platform, what is more important is the reach.