As the summer blockbuster season heats up, so too is Hollywood’s use of ads targeting mobile consumers.

Users who click ads for Paramount’s Transformers, Universal’s Knocked Up, and Warner’s In the Land of Women go to a mobile Web page to select theater times and locations.

“AdMob helped us deliver an innovative, cost-effective campaign to help us reach our audience on their mobile phones, where they can find show times or learn more about the movie,” said Dave Martin, director of interactive media at Ignited Minds, an L.A.-based agency handling the Universal Pictures interactive media account.

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