As mobile continues to evolve, it shapes new forms of advertising.
"It's hard right now to predict exactly what's going to work," said Sterling. "Most advertisers and agencies are like deer in the headlights. They don't know how to advertise across channels, and consumer behavior is changing."
Mobile may forge the way for new advertising formats, such as building closer relationships between brands and consumers, and fostering loyalty relationships.
"It's not going to be a straight interpretation from online to the small screen," said Sterling.
