Today's headlines

As application use continues to grow, brands and developers are looking for the best ways to target these new audiences. Two new reports suggest that offering in-app rewards can be a successful strategy for some marketers.

Registration is open for the second annual Mobile FirstLook: Strategy 2013 conference Thursday, Jan. 17 featuring speakers from Coca-Cola, Sephora, Nissan, Museum of Modern Art, Citi, MillerCoors, Seamless and JetBlue. Must-attend event for brands, retailers, agencies and publishers.

With accidental clicks on banner ads continuing to be an issue for marketers, Google is rolling out a new feature for in-application units that aims to improve the quality of leads generated from mobile ads.

Hellmann's is using Apple's iAd network to introduce consumers to meals they can make using the company's products.

Cable channel Nat Geo Wild is using a combination of mobile, social media and video to drive consumers to tune into a week-long premiere of TV shows.

Mobile Commerce Daily - How Gilt Groupe is closing the loop on mobile browsing, sales; Nine West elevates in-store shopping with iPads.

News briefs - Sprint makes offer to buy rest of Clearwire Corp.; Apple's iOS continues to lead in mobile ad impressions; 63pc of mobile video viewing happens at home.

Luxury Daily today - Fairmont Pacific Rim enhances hotel experience with mobile technologies; Dior boosts excitement for spring fashion via social video.

Mobile Marketer is inviting nominations for the Mobile Marketer Awards, the most prestigious recognition honoring outstanding mobile advertising, marketing and media work in 2012 by brands, retailers, marketers, agencies and publishers.

By Jim Dicso

When delivered to mobile devices, smart videos account for higher CPMs for media companies, and higher brand value and direct revenue impact for advertisers.