The media director's panel highlights a split in mobile media between high and low-end campaigns, with not much in-between. At the high end, it might be an iPhone app that's expensive to build and may
or may not take off, and at the other extreme, SMS campaigns integrated with traditional media, whether TV or a billboard featuring shortcode for getting more information about a promotion. In all the
complexity and confusion surrounding mobile advertising, that's a pretty clear choice.
