Where is the mobile advertising industry headed?
Mobile is a powerful medium, but it’s still young. Like any young medium, it’s going through growing pains and needs more widely implemented and understood ad standards, more inventory, more advertisers and a greater diversity and creativity of ad units. It took the online world years to develop these standards, but people want and expect the same for mobile…right now. I also see an increase in demand for direct-to-consumer advertising to promote off-deck content. More brands in a variety of industries (automotive, travel and consumer packaged goods) will build persistent mobile sites. Moving forward, you’re also going to see for a demand for advertising rights agreements with wireless carriers. The medium is growing fast and it’s going to have to grow up fast, too. Look for the “Hold The Phone!” feature again in March as we highlight another major player involved in the mobile advertising ecosystem, the advertising agency. As more brands realize the reach and reward of a well-develope
