Dive Brief: 

• A new study from mobile ad network Vdopia shows that telecommunication firms are moving away from mobile display ads to invest more in video and rich media. 
• According to the cross-client survey, 77% of telecom mobile ad budgets will go towards video and rich media. Rich media includes any kind of multimedia that requires user interaction.
• As evidence shows that banner ads just might not be worth the investment, the survey represents an overall shift to deliver ads in the mobile space in innovative ways.

Dive Insight: 

Google recently introduced four new non-banner mobile ad options, perhaps a clear indication that mobile ads are moving away from banners. With the smaller screen, a banner just won't be as effective. It's not surprising that telecom companies are following suit.