eMarketer: What trends are you seeing with respect to mobile ad spending within industries? Jason Spero: Let me describe the landscape first. We’re in a crazy, rapid evolutionary phase in mobile. Three years ago, people said, “Hey, is this mobile thing really going to happen?” What happened over a very short time is that people started using their phones for everything—the phone has become the central problem-solving tool when we’re walking around. A lot of our data show that people are using their phones while walking around the neighborhood and they want to find a brand, retailer or just a place to have lunch. “In 2012, there is no one mobile. For me, this is a key point.” In 2012, there is no one mobile. For me, this is a key point. There’s mobile for local. Then there’s mobile for the retail world, where someone is in a store and they’re looking at a refrigerator and they want to know if they’re getting a good price. Another retailer would love to sell them that refrigerator and that other retailer, and another brand, would love for them to consider other products.There’s also a shopping-companion type of mobile experience, and you can broaden that to include the example of when you’re looking for a place to go for dinner and using apps or Open Table or searching for directions to a store—that’s what I call local stuff. via Google Describes Mobile’s ‘Crazy, Rapid, Evolutionary’ Surge Across Industries – eMarketer.