Lisa Hsia of Bravo says that luring advertisers to devote more budget to mobile programs depends on their willingness to experiment. "Advertisers should be more open to
experimentation. This is really a period of experimentation, but I m being held to same standard as Web and I don't have the metrics yet."
Jeff Miller of Telescope says mobile
advertising is ready for prime time, "Particularly if you leverage it with TV.  We are seeing a billion interactions each year from Telescope alone. The scale is
here, depending on one's marketing objectives, at a minimum you will get guaranteed impression."
Busk, like Hsia, says that it comes down to what the marketers' goals
are. "There's rich multi media options, full streaming video. there's in-game ad options, there's SMS, because its ubiquitous, but in an era of experimentation it takes a consultative approach to find
what mechanism is appropriate for your target."