Noticing strong use of the mobile for content viewing, NBC sought a way to translate its partners' online ads to the mobile phone.
 Enter Kiptronic, a mobile services provider that worked with NBC to develop a software-as-a-service (SAAS) program through which NBC and its partners could use the same video ad creative both online and on the mobile phone.

Automotive destination Edmunds.com has redesigned its site to be formatted for the mobile Web in a move to reach automotive consumers on the go.

Fast food chain Dairy Queen has begun using mobile marketing in an effort both to reach consumers on the go and to promote its new Sweet Deals value menu and has found the results to be sweet.

Just in time for the 2009 Stanley Cup Play­offs, which began last week, the National Hockey League (NHL) has debuted a new mobile WAP site to reach fans on the go. The new site − an ad-backed publish­ing site supported by mobile ad network Quattro Wireless − is a mobile version of NHL.com that has been reformatted for the mobile phone with some special mobile-exclusive features.

Finding a date on the go has just gotten a little bit easier, thanks to new iPhone appli­cations from Match.com and app developer Snap Interactive. The new iPhone apps are being used to promote Match.com's online dating services and Snap Interactive's new Facebook dating app.

American Idol is an early adopter in the mobile space. The show has been working with AT&T for years to let viewers text in to vote on their favorite performers.

Spoof news media empire The Onion is bringing "America's Finest News Source" and its brand of comedic fictional news to the mobile phone. The new WAP site is part of a partnership with mobile service firm Quattro Wireless, which is powering the mobile ad network, as well as acting as the exclusive ad sales provider to the brand.

The Travel Channel has partnered with mobile photo-sharing site SnapMyLife to disperse content from Anthony Bourdain: No Reservations across the mobile phone. SnapMyLife users can connect with the No Reservations program by following it on SnapMyLife or by opting in to receive mobile alerts that the show is about to air.

While Barack Obama may be giving up his BlackBerry, citizens around him will be embracing theirs at this week's Presidential Inauguration. The president-elect told his supporters via e-mail that citizens can opt in for updates via text messaging about traffic and events in the nation's capital on the day of the ceremony.

The Beatles were at the forefront of recording, and now Paul McCartneys' daughter is at the forefront of advertising. Luxury fashion brand Stella McCartney has debuted a mobile ad campaign to reach holiday shoppers throughout North America.