At our Internet2Go event in San Franscisco a week and a half ago, AdMob's Tony Nethercutt made the amazing statement that, according to data from all of Insight Express' benchmarked campaigns, mobile dramatically outperformed online advertising.

I got a copy of a summary slide reflecting the data that Nethercutt had referenced and spoke to Insight Express. First, here's the amazing slide:

I spoke to Joy Liuzzo and Elise Neel of Insight Express on Friday for more context and they confirmed that, indeed, mobile campaigns had outperformed online across all campaigns measured.

We discussed why that might be -- less ad clutter, more novelty, etc. -- but the result was nonetheless there: mobile was the better performer.

Brian Mandelbaum, Vice President, Interactive Group Media Director, Cramer-Krasselt who with Yahoo! gave the keynote (based on a recent Porsche campaign) also said that mobile had outperformed other elements of the multi-platform campaign, which included TV, print and online. He also said that in terms of ROI, mobile was cheaper. 

This is a compelling story that's not widely known among agencies and marketers -- clearly.