Asked about when mobile advertising other than text-messaging will scale by moderator Steve Smith, Webster Lewin of MS&L Digital, instead emphasized the strength of mobile for niche marketing
campaigns because its the most personal device that people have, compared to PCs and TVs. "It's about reaching influencers, said Lewin. Larry Harris, president of Ansible said reach isn't really a
discussion at the company. He stressed the measurability of mobile media and the benefit to brands of reaching people who have typically opted in to receive marketing messages.
AT&T's
Jordan Berman, not surprisingly, focused back on the ubiquity of cell phones as they become more sophisticated and video-centric, turning into on the go entertainment centers.
