Dive summary:

• Only 1% of advertising spending is on mobile, while consumers spend 10% of their media consumption time on mobile.
• Google and Twitter are among the leaders in figuring out ways to monetize mobile users.
• Leading ways that marketing is done by mobile are search advertising, rich media and video ads, banner display ads, location-based advertising, and native advertising.

From the article:

Advertisers can use video, animation, photo galleries and interactive elements, which can make mobile advertising more akin to a TV commercial or a slick magazine. Opera Software, the mobile browser company, reported in July that users who clicked on a rich media ad spent an average of 52 seconds viewing a video and 1 min and 25 seconds interacting with photos. Opera noted that advertisers have started using rich media and video ads more frequently this year than traditional banner ads.