NEW YORK Awareness of mobile ads has accelerated, per the new Limbo-GfK Technology Advertising Report being released this week. A record 104 million people (or an estimated four in 10 Americans) recalled seeing an ad on their mobile device between July and September -- the highest mark since the report was introduced last year.

"Brands are doing more with mobile, spending more," said Rob Lawson, founder of Limbo, a mobile social networking community. "Only two years ago they didn't see it as a channel where they would see ads. Now they are increasingly aware. One hundred and four million isn't the same as TV, but the audience is significant." The survey was based on responses from 1,000 adults polled via the phone.