Nothing like scarcity to push the price of advertising up. Ignoring a likely post Christmas dip, I suspect we will see this continue to rise over 2012 as more companies advertise in this space.
Advertising on the mobile still has to innovate more though. iAd from Apple has not worked so far though the underlying concept is sound, can it be done on a more economical scale?
Or are tiny strips of banners successful enough for larger brands to enter the fray (from a branding rather than direct response perspective).