Commentary

Nowhere To Run, Nowhere To Hide

Kevin Wassong, CEO of Lin Mobile, kicked off the Mobile Insider Summit in Tahoe, Calif., this week by likening mobile advertising to the Martha And The Vandellas song: “Nowhere to Run.”

The lyric that follows? “Nowhere to hide.”

The Big Brother parallel is obvious, and Wassong put an interesting spin on it. He believes the “nowhere to hide” bit relates to ad tech vendors.

“To me, [‘nowhere to hide’] is more about technology and the vendors in the marketplace today,” Wassong said. “In mobile advertising, you can’t fake it. And that’s something that’s really different ... from what I’ve seen in digital over the course of the past 15-plus years.”

The “nowhere to hide” part relates to the consumers. Wassong said that the ability to know where a consumer is at any given moment is “unparalleled," and vastly different compared to what marketers have been able to do in the past. At the same time, however, Wassong pointed out that there have “been a lot of issues with that,” namely consumer wariness. 

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