Newer products and a more engaging way to reach consumers has spurred  mobile advertising growth.

In the next five years, mobile advertising revenues will grow over 300 percent from about $13 billion today to just under $40 billion, Juniper Research says in a new report. The Revenue for Facebook is as high as 41 percent from Mobile Devices and nearly 33 percent of Google’s paid-clicks are from mobile devices. Facebook Mobile App Install Ads have driven 145 Million Installs this year.
Some of the  features introduced by Facebook in Mobile App Install Ads point toward the greater effectiveness of Mobile Advertising.

Facebook has introduced Video in Mobile App Install Ads as  video is known to be more engaging
Facebook  changed the pricing model allowing advertisers to bid on CPA basis in place of clicks and impressions.

InTweet Video

Twitter has introduced tie-ups in the last few months with leading Broadcasters to take in-stream advertising to the next-level. According to Advertising Age;

BBC Global News has struck a deal to serve sponsored video clips inside paid tweets via Twitter’s growing Amplify program. 

BBC.com has begun producing a series of short-form videos called “#BBCTrending” to appear in Twitter streams later this fall. The videos, hosted by Ann-Marie Tomchak, give viewers the inside story on trending news on social media that day — after a brief pre-roll from a sponsor. 

“#BBCTrending” will be distributed to BBC International’s 4.8 million Twitter followers and pushed further as Twitter sells from its suite of ad products, such as promoted tweets, to help with distribution.

Comcast’s strategic partnership with Twitter allows users to tune-in live into a show after reading about Tweets. “With the introduction of a new “See It” button that will appear in tweets about Comcast’s shows, viewers will be able to quickly switch channels or set their DVR to record shows directly from their mobile device.”

Source:   TechCrunch and Advertising Age