Angela Steele of global Account Director, Starcom Worldwide, said methodology on advertising is flawed in favor of advertising. "What's the level of tolerance? We found that consumers
are tolerant of the idea of advertising on mobile," she says. "However it has to be very relevant, almost to the point at which it doesn't feel like advertising." She points to Amazon as
the benchmark for personalized marketing that doesn't bother consumers. "Consumers know Amazon knows about them. But it doesn't bother them because of the abiity of Amazon to serve up
what consumers want. The challenge of mobile marketing is what tech can help us deliver those very relevant messages to consumers."
"I's all about relevancy," says Jeff Malmad, director
of digital media at Mediacom. "I think it's about testing, so before we even go out to our brands we are building stuff so consumers want to spend time with it in the mobile space. We say 'lets
use our own dollars, prove to you that our target audience is interested, come back to clients with hard data proving that consumers are interested.'"