• by Mark Walsh  @markfwal, February 7, 2008

In the morning keynote, Jeremy Wright, ad business global director of brand solutions for Nokia, talked about why mobile advertising isn't bigger than it is given some of strengths including strong response rates and its ubiquity. Among the reasons: a fragmented market, lack of measurable ROI and the need to make it easier for consumers to connect after clicking through an ad to a mobile landing page. "It's difficult when you have so many small suppliers, which do you use, who do you trust, without it being too complicated," said Wright.

He naturally pointed out Nokia's global reach with 900 million devices worldwide, representing 40% of all mobile consumers. But he also stressed mobile advertising has to be relevent, brief ("short bits of information"), and capture people's impulses, whether for shopping or mobile voting a la American Idol. Instant rewards are a good idea for mobile marketers.