The panel, which also included Gaston Legorburu of Sapient/Nitro and Mike Monello of Campfire also agreed that mobile isn't really and advertising medium. Rather, it requires actually building products, or utilities, that have some use beyond delivering a message. Think Kraft's iFood Assistant app or something similar. They also said mobile ends up getting siloed because it may call for a separate technology development effort. Schulman suggested mobile is better suited to CRM activity than advertising but that the latter could complement mobile CRM.
If the web does not make you feel, then why did social media explode on the scene?