Smart remote app Peel is launching a tune-in ad unit for The History Channel that can change your TV channel from the ad itself. Extend the logic of this mobile-to-TV functionality out and you have tune-in ads becoming the media economy's equivalent of performance-driven (and priced) app install programs,

Testing and optimization are key components of performance, but are often a missed step in the mobile native ad strategy. While native is fully customizable to match the look and feel of the mobile environment, testing to see what experience drives conversion is still critical. Layering it with an optimization strategy allows you to understand user engagement. Here are several concepts to consider when exploring mobile native advertising.

Visual storytelling is the aesthetic challenge mobile technology puts down for mobile media. How do you offer a hook with a glance? Scrolling on a four- or five-inch screen may be new, but the artistry needed here probably recalls older forms.

Duane Reade is following a modest but smart goal in its 2.0 app revision. Just make lives a little bit easier. We don't want or need to love our brands. Better to aim for being appreciated.