Even though some can claim that mobile advertising has been around for years the industry is truly a new kid on the block. Only recently has it begun to deliver on some of its promises and the ROI desired by marketers. Don’t get me wrong, the emerging Mobile business is posed to be gargantuan and it has come on fast. Consider that just a few short years ago we were dealing with the new world of "all connected" which in short order became "always connected" morphing into today’s "Always with you" culture. Mobile devices are highly personal, increasingly sophisticated and obviously have growing importance for connecting with consumers.
The industry is still very much in the nail biting “Wild West” phase and currently network and content providers and advertisers alike all have more questions than answers. Advertisers are asking; “Where does mobile fit in our overall strategy”? Will it follow consumers who are fleeing other platforms? Will it address and engage them in ways other media cannot? Is it just another extension of online? Given its out of home mobility and ability to activate billboards and packaging, is it more a part of the outdoor strategy? These are some of the questions that need to be addressed. Part II - next week I will begin to shed some light on these and other concerns. As always, your comments and suggestions are welcome.