Summer-focused marketing pushes from travel, food and entertainment companies are focusing on mobile. NBCUniversal is using the mobile-ad-targeting platform UberAds for its summer horror film "The Purge" after testing it on the Tom Cruise vehicle "Oblivion." Live Nation and Expedia are working with Amobee, and Del Monte is taking aim at outdoor food parties through Facebook and Pinterest's mobile applications. "Mobile is really big for us as we try to bridge the planning-to-purchase divide. Summer presents an unstructured environment, and mobile is very important," said Brian Ng of Del Monte Foods.

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