Victoria's Secret is targeting mobile ads through Pandora's iPhone application, aiming specifically at users who might be near one of the fashion retailer's stores. The company has been "amazingly successful in getting people to love their catalogs to raise brand awareness, but mobile banners have an ability to take that top-of-mind awareness and translate it into trial much more effectively," says Tom Limongello, vice president of marketing at Crisp Media, New York.

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