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Clients have been telling us that budgets are tight for so long, that ‘doing more with less’ has gone from mere cliché to fundamental fact of life. We’ve become experts at turning on a dime while pinching pennies, to the great relief of many a budget-concious marcom executive.

But things are looking up. According to a recent Forrester report discussed in B2B Magazine, mobile online advertising revenue has nearly doubled since the first half of 2011, totaling $1.2 billion in the first half of 2012. Advertisers are realizing that mobile media are a great investment, since that’s where customers want to receive–and interact with–their content.

Does that mean our clients will have more to spend on all those interactive web banners, website redesigns and mobile-ready content we’ve been delivering? Perhaps. Does it mean we can forsake budget-mindedness and cast off on our next project with creative abandon? Well…[cue appropriate Madison Avenue daydream here]… no. However many dollars they pour into an account, our clients’ expect high value for every one. ‘Doing more with less’ makes sense in any economy.