Mobile search is the next area ripe for development on the Web, says Richard Ting, executive vice president and global executive creative director of mobile and social platforms at R/GA. More brands are putting mobile first and embracing ideas such as responsive design, which can constrain some creative ad elements, but ultimately makes for a better user experience. "We always have that conversation around should we do apps, should we do mobile websites? I’m not saying that everything is going to move towards mobile websites, but I do think that mobile websites will become better in terms of what they are capable of delivering to consumers," Ting said.

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