What role should mobile phone operators play in mobile internet advertising?
As stated in the introduction, commentators seem very keen to pinpoint exactly when a medium or format will really take off. We asked our panel of experts if, and when they thought this would be the case for mobile internet advertising. Our respondents were mixed in terms of when they thought mobile advertising would hit the mainstream with the majority opting for between 2008 – 2010 with one agency saying mobile advertising “Will seriously start in 2008 but [will not be] mainstream before 2010”. Advertisers in particular were cautious: “I’m really undecided about mobile “I believe that mobile ads will have to be permissioned or requested if they are ever to take off (due to the personal nature of a mobile phone).
