Ask HN: Monetize mobile website

I am starting a small website in a niche market that I hope will be somehow successful. I am betting heavily on mobile user, and I mean people looking at my website from a mobile phone, not app users. I am wondering what is the best way to monetize those users. Banners looks like the easy way out, but I am not sure they will provide the kind of experience I want for the users. Before to drill deeply into the UX design, that need to take in consideration the monetization strategy, I would like to know if there are any alternative to simple banners and what your opinions are. Thanks