One questioner from the audience during the Mobilizing the Agency panel wondered if one of the panelists, James McNamara of Wasabi, was saying advertising doesn't work on mobile devices. His
response, "Our focus is not around mobile advertisers, but marketing. By and large we think mobile is a tool for one-to-one communication, and banner and wap ads have a long way to go before
big dollars are spent on them."
Bryon Morrison, of Ipsh commented. "We have had advertising success. It's just that advertising budgets have not come with it, but when it has
been there we have seen great results."
Jeff Malmad of Mediacom says the key is allowing consumers to opt in for a certain program, and to take away content that is not relevant.Â
 "I see a lot of wap banners out there.  But if you hit a person at right place and right time asking them to opt in it can be very successful."