Source: http://techcrunch.com/2012/09/27/cheapest-way-to-buy-facebook-fans/
According to Facebook ad platofrm providers, it seems like advertising through mobile news feed ads does generate higher click through rates and conversion rates which can potentially pave the way for the future in mobile advertising. Giving advertisers the option to choose where and what platform, desktop or mobile, they want to advertise, hence allowing advertisers to determine the most cost effective way of digital marketing.
The challenge is maintaining a healthy user expereience and not bombarding consumers with massive amounts of advertising, and FB's mobile news feed ads seem to have overcome this issue for the time being. If Facebook can resolve the remaining challenge of measuring post-clock conversion rates, advertisers would definitely utilize the mobile platforms for winning customers and getting their marketing messages out to the mass audience.
Return-on-Investment potentially exists for mobile marketers, but the question is how much exposure can get converted to dollars. I believe digital marketers and advertisers need a continuously improved mobile news feed ads model in order to ensure clicks do not remain as simple "likes" on Facebook.
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