This document discusses the mobile advertising landscape and provides insights for financial services companies. It shows that the finance industry's mobile ad spending grew 36% from 2010 to 2011 and that finance advertisers focus on actions like placing calls and getting users to enroll or subscribe more so than other industries. The conclusions recommend that finance companies advertise across all stages of the customer funnel, optimize their mobile sites for mobile users, clearly define metrics, reach all devices, and integrate mobile ads with other media.