netmeg - 4:33 pm on Jun 17, 2013 (gmt 0) [edited by: netmeg at 4:36 pm (utc) on Jun 17, 2013]
My sites are all responsive design (and I swap out ads based on viewport size); my event sites run about 50% mobile during the week and up to 70% mobile on weekends or when there's a major event. CTR is much lower on mobile, and the EPC does seem down over last year. But that's the way my traffic works. I know what kinds of ads are likely to appeal to my mobile traffic, and Google isn't providing them, so I'm going to try to sell them direct. I put the infrastructure in to do it this year, now I have to market it.
You have to really really think about how mobile users are going to use your site. I notice marked differences between desktop and mobile, and even more differences between mobile week day and mobile weekend users. In my case, if they're looking for something to do (or already on their way to an event) they're not really in a buying cycle. But a well placed/timed ad for say an eating or drinking establishment, maybe with a coupon or promo - that's something they might be interested in.
[edited by: netmeg at 4:36 pm (utc) on Jun 17, 2013]