Today's headlines

With users displaying a big appetite for mobile applications, marketers have taken notice and are increasingly looking for ways to reach audiences. However, two recent developments suggest that in-app ads may not be working in all instances.

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.

Welcome to the fifth edition of Mobile Marketer’s Classic Guide to Mobile Advertising.

Coca-Cola is going after mobile gamers with an application that lets users challenge their friends and family through levels of branded activities.

The Hollywood Reporter has revamped its iPad application with new editorial and advertising features that encourage users to read the weekly digital version on their devices.

Mobile Commerce Daily today - Sears, Kmart make last-minute shopping attempts via mobile; Capital One campaign drives banking app log-ins to support military members.

News briefs: RIM posts profits but loses subscribers; Nokia, RIM reach agreement to end patent infringement suit; China Mobile, Bank of China to deploy NFC mobile payments.

Luxury Daily today - Breguet engages historians, fans via immersive iPad magazine; Top 10 digital luxury marketers of Q4.

Mobile Marketer’s Mobile Women to Watch 2013 list celebrates the smart women who are expected to make a difference in mobile advertising, marketing, media and commerce in 2013.

Mobile Marketer is not publishing on Tuesday, Dec. 25 in celebration of Christmas. Happy Holidays!

By Dave Katz

The basic theory of advertising is that brands seek to be placed in front of their audiences, whilst maintaining as positive an ROI as possible.