Graciela from Mediaedge:cia Athens suggests that in Greece and elsewhere that mobile devices represents the best distributed addressable channel. Of course she is right. In EVERY market mobile penetration exceeds that of the PC internet but the mobile internet is not quite so well distributed.
It’s safe to assume that the mobile internet in aggregate will exceed any other form of delivery but it will take the wide deployment of 3G and better infrastructure and I Phone like devices to create a real advertising medium in mobile that goes beyond the current range of largely promotional mobile marketing applications that connect consumers with offers and analog media with the web.
Today mobile really enables only short term effect communication strategies. Brands thrive (as does the larger ad market) on communications that impact both the short term and the long term. This requires rich and deep communication that today is not widely possible in mobile.