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"Google, which just announced it is on a $2.5 billion run rate for mobile advertising compared to $1 billion a year ago, has introduced new mobile ad formats to maintain that momentum.\nThe new ad formats include search ads in mobile apps, a \"click to download\" option for apps and mobile app extensions. Custom search ads would run within apps that involve searching. For example, a user might go to Yelp to find a restaurant and be served an ad for a local establishment. Google rep Aaron Stein, however, says that no app partners have been announced yet. (The image below is a mock-up with a fake app.) \nThe \"click to download\" option would let users click through to an iTunes or Android Market link to download a mobile ad. For instance, an ad for Angry Birds would take you directly to a link where you could get the app. \nGoogle's mobile app extensions would direct you to a mobile app that's already installed on your phone. The most likely use of that app would be for shopping. A user searching for a scarf might be directed to an L.L. Bean catalog app they had already installed on their phone or tablet.\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/10/19/google-expands-mobile-apps/>