One thing that almost all of the research I have seen agree on is that mobile advertising that is tailored to the specific device and the specific context do much better than generic advertising picked up from the desktop.

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As hay fever medicines are scuttled by generic Claritin, Merck begins advertising a new allergy pill.

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Last year, Tumblr offered a model that provided native advertising on its service, a very different approach from the generic banner ads Geocities had.

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For example, Eli Lilly (nyse: LLY - news - people) is now heavily advertising its once-a-week version of Prozac, trying to recapture market share that generic firms, including Andrx, have stolen.

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