Does premium live on mobile? The answer from the OMMA panel seemed to be a half-hearted “yes” with iCrossing’s Christine Bensen memorably noting that once mobile gets
past the back pocket challenge of “butt clicks,” then a serious discussion can begin about premium ads on smartphones. Digitas’ Schlachter sidestepped the question by referring to a
lot of experimentation happening in mobile, while Cramer-Krasselt’s Lisa Purpura suggested premium could exist on any platform as long as the ad creative is suitable and meets the campaign
objective. Similarly, Allegra Kadet of Neo@Ogilvy said that because mobile is the most intimate media platform it has the potential for more highly contextual, one-to-one messages.