• by Mark Walsh  @markfwal, September 23, 2013

On an OMMA Mobile panel, DDB’s Joe Cianciotto suggested it won’t take as long for mobile to become part of the advertising mainstream as digital or prior media because the industry has already become adept at monetizing digital and has more experience in determining which new platforms are the next Second Life and which will develop into successful technologies or products. MXM’s Rozen said it’s all about figuring out the right content and right context for connecting with consumers via mobile.

When it comes to mobile platforms, the agency panelist weighed in on various technologies. To simplify, they were skeptical about augmented reality and mobile payments, and bullish on location-based advertising and second-screen activity. When it comes to m-payments, Rozen said any solution has to be faster than pulling a card out of your wallet. “What are we trying to solve?” he asked.