• by Gavin O'Malley , Staff Writer @mp_gavin, June 7, 2011

When all else fails, should brands and agencies target ads based on consumers’ specific phone models? “That makes no sense,” insists Jordan Greene, Principal/Mobile Media, MellaMedia. “It’s not about the device, it’s about the consumer.” On the contrary, “People are their phones,” says Christopher Keune, Digital Analytics Manager at RAPP. Case in point, there are distinct differences between owners of iPads and iPhones, according to Keune. Bad example, according to Greene. “There’s a big difference between those two devices,” he said. But, “When it comes to specific handsets, making audience inferences is very dangerous.” Taking Greene’s side is Sacha Xavier Reich, Partner and Media Director at Neo@ Ogilvy. Protesting that mobile marketing doesn’t offer enough metrics, Reich asked: “When are we going to learn about consumers who purchase [particular] devices?”