• by Gavin O'Malley , Staff Writer, April 29, 2009

At the risk of hyperbole, the mobile web will become nothing less than “the holy grail of marketing,” insists Ogilvy Interactive’s Mandel.

In the not-too-distant future, she said, “the mobile phone becomes ‘the’ killer app.”

Presently, according to research cited by Mandel, consumers rank their mobile devices as their third most precious “things” â€" behind only their wallets and keys.

Soon, said Mandel, mobile devices will move up from being the third screen to the first screen.

That, she said, will warrant no less than $3.3 billion in mobile ad spending by 2013.