A handful of major brands saw big growth in fans, while most others languished, according to BrightEdge .
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2D products can be scanned and bought with mobile phones.
Erin Matts has experience buying digital media at A-B InBev and OMD.
Microsoft partners with Bazaarvoice to put consumer ratings on its ad menu.
Execs say mobile accounts for more than 15 percent of unique visits.