Here I found a nice presentation by Aaron Richard he made together with Freestyle Interactive, Heat, and Wieden + Kennedy on trends and innovation in mobile marketing.

»The purpose of this deck was to delve into advertising on the third screen (mobile) in this new fifth dimension—where data and information exists in a cloud all around you. This fifth dimension isn’t quite tangible without a device, but if you have an iPhone you can look at a restaurant through your phone and see every review that people left on Yelp or all the tweets tagged with that location.« Aaron Richard