As you may or may not know, I’m a big believer in mobile advertising. My reasons for this are reach, creative assets (accurate location, movement, personal information etc.) and to some extent, the increased potential for functional advertising.
Hypothetically, reach is already there – mobile penetration is 100 percent in most target audiences. But where are the ad serving platforms, standardized formats and touchpoints? All these things need to be there for us as a creative agency (and we’re one of the tech-driven ones…) to allocate investments to mobile channels. Be they’re not anywhere to be found. And regardless of what people (like the Yahoo-guy here at Daytona Sessions today) say, to my knowledge there are no approaches that can scale across time, products, brands, companies and business models.
Or am I missing something?
? Maybe Google has become paranoid and want total control over the user experience, thus creating a sustainable competitive advantage? Maybe they envision a comeback of the ISP-portal (which actually would make a lot of sense with all the input-limitations of set top-boxes, mobile phones, smart phones etc)? It’ll be interesting for sure to see what all those PhDs have been cooking up… will history repeat and 
